International Women’s Day 2026: Progress, portrayal and the CAP Code

International Women’s Day 2026: Progress, portrayal and the CAP Code

International Women’s Day is a moment to celebrate progress, recognise achievements and reflect on how far we’ve come, while also considering how the choices we make today can affect what comes next. Advertising has an important role to play in that conversation.

How women are portrayed in advertising matters. Representation can influence confidence, shape expectations and reinforce – or challenge – cultural norms. International Women’s Day 2026 offers a timely opportunity to reflect on how ads depict women’s bodies, abilities and experiences, and to consider what recent ASA decisions tell us about where the rules draw the line.

Gender portrayals under the CAP Code

CAP Code rule 4.9 prohibits gender stereotypes that are likely to cause harm, or serious or widespread offence. Advertisers should avoid portrayals that demean, objectify or reinforce harmful assumptions about gender, such as an ad which stated “even women can weld well”, which perpetuated the stereotypical view that women are less skilled at mechanical tasks.

Sexualisation and objectification

Sexual imagery in advertising is carefully assessed. Gratuitous or irrelevant depictions, a focus on the body rather than the advertised product or showing a lack or agency, are likely to raise concerns.

Recent decisions have highlighted the risks of portraying women in a demeaning or objectifying way, including where women are shown as passive sexual objects, with their bodies as a target within gameplay or with their sole role being to be kissed.

Body image messaging: tread carefully

Messaging that exploits insecurities or pressures women to conform to unrealistic body image expectations can also cause harm. That was highlighted in an ad which irresponsibly encouraged new mothers to prioritise losing weight soon after giving birth and exploited insecurities about body image

Advertisers should also avoid portraying particular body types in an irresponsible manner or present an unhealthy body image as aspirational. That issue was highlighted in an online fashion ad where the pose, camera angle and styling were found to give the impression that a model was unhealthily thin.

A quick sense-check before you hit publish

When planning campaigns, consider whether women are portrayed with agency and respect, and whether the messaging could reinforce harmful stereotypes or cause offence.

CAP’s Copy Advice service is available to help advertisers check ads against the rules before they go live.

Happy International Women’s Day 2026! Here’s to advertising that reflects progress and helps drive it forward.

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