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Books, publications and vanity publishing
harmful gender stereotypes. The advertisers stated that the term “girl boss” was a … . Because of this, they concluded that the ad reinforced harmful gender stereotypes. (PeoplePerHour … , 08 January 2020). Further guidance can be found on: Harm and offence: Gender stereotypes. Vanity
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Harm and Offence: Sexualisation and objectification
which depict sexualisation or objectify people present a harmful or offensive gender stereotype. Code … rule 4.9 states that ads ‘must not include gender stereotypes that are likely to cause … harmful gender stereotypes. This rule came into force on 14 June 2019. The advice below should be
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Saeta Tech Ltd t/a PixVideo – AI Video Maker
serious or widespread offence and must not include gender stereotypes that were likely to cause harm … irresponsible, included a harmful gender stereotype and was likely to cause serious offence … gender stereotype and was likely to cause serious offence. The ad must not appear again in the form
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04 Harm and offence
Marketing communications must not include gender stereotypes that are likely to cause harm, or … serious or widespread offence.See Advertising Guidance: "Depicting gender stereotypes likely to
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International Women’s Day 2026: Progress, portrayal and the CAP Code
2026, our latest CAP Insight looks at recent ASA decisions on gender stereotypes, objectification and
CAP Code rule 4.9 prohibits gender stereotypes that are likely to cause harm, or serious or widespread
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Violence: Sexual and domestic violence
women, and therefore included a gender stereotype likely to cause harm (OneSoft Studio, 6 July 2022 … banned because it included gender stereotypes and had the effect of trivialising and condoning domestic
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Harm and Offence: Gender stereotypes
On 14 December 2018, CAP announced the introduction of new rules on gender stereotyping in ads, and … that ads ‘must not include gender stereotypes that are likely to cause harm, or serious … or widespread offence’. This followed a review of gender stereotyping in
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Harm and Offence: Use of stereotypes
introduced. These rules state that ads ‘must not include gender stereotypes that are likely to … Advertising Guidance on depicting gender stereotypes likely to cause harm or serious or widespread … reinforced the harmful gender stereotype that cleaning the home was the responsibility of women, and that
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Pocket FM Private Ltd
objectification of women or harmful gender stereotyping, including any reference to incest. They believed
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Harm and Offence: Sexual orientation and gender identity
On 14 December 2018, CAP announced the introduction of a new rule on gender stereotyping in ads … that ads ‘must not include gender stereotypes that are likely to cause harm, or serious … or widespread offence’. This followed a review of gender stereotyping in
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Harm and Offence: Nudity
objectifies or demeans people, or includes harmful gender stereotypes, will be considered likely to … : Sexualisation and objectification and Harm and offence: Gender Stereotyping. Some nudity may be less
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Harm and Offence: General
the grounds of offence due to their depiction of stereotypes, Gender stereotypes, Sexualisation
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Love is in the Air
– within reason! – for media targeted at adults and take care to avoid harmful gender … stereotypes. Need more advice? For free, bespoke advice on your non-broadcast advertising you
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Social responsibility: Body image
to a particular physical appearance, or gender stereotypical body type or physical features … conform to an idealised gender stereotypical appearance Cosmetic interventions Don’t … ). Don’t create pressure to conform to an idealised gender stereotypical body shape or physical
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Violence: Condoning or encouraging
. This use of a gender stereotype was also considered likely to cause harm. The ad featured a drunk
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persons unknown t/a Animals Solitaire: Protect
irresponsible, offensive and promoted a harmful gender stereotype. Person(s) unknown t/a … , and was not intended to objectify any individual or promote harmful gender stereotypes. However … sexual scenario in which to see them. We therefore considered the ad included a gender stereotype in
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04 Harm and offence
production of an advertisement. Advertisements must not include gender stereotypes that are likely … to cause harm, or serious or widespread offence.See Advertising Guidance: “Depicting gender … stereotypes likely to cause harm or serious or widespread offence?” Advertisements must not distress the
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MedExpress Enterprises Ltd t/a Bark
This ruling forms part of a wider piece of work on prescription-only medicines (POMs) used for weight loss, identified for investigation following complaints received. See also related rulings published on 9 July 2025 and 17 December 2025. Summary of Council decision: Two issues were investigated, both of which were Upheld. One complainant, who believed the ad suggested that new mothers should prioritise weight loss after birth which exploited their insecurities around body image, challenged whether the ad was irresponsible. The ASA challenged whether the ad breached the Code because it promoted (POMs) to the public. 1. MedExpress Enterprises Ltd t/a MedExpress said the ad was intended to support women who had given birth, who may be struggling with their weight-loss journey and to provide options to support them in that. The messaging at the end of the ad, “Your weight loss, your way”, had been intended to reiterate their message of empowerment through knowledge and choice, rather than a specific call to action. They believed the ad did not expressly suggest that weight loss was a priority after birth, and did not include any negative connotations about ‘baby weight’. The model featured in the ad did not portray unrealistic body weight expectations. They also explained that the ad was not targeted by age or gender and there was no intention to cause harm to any particular group. They said there had been no intention to use gender stereotypes in the ad. While the issue of weight gain following birth was predominately associated with women, the messaging was intended to offer choices to those who may be struggling with changes to their body and looking for assistance or at least options in their own weight loss journey. They said data showed the ad had been visible to all genders including over 200,000 men. 2. MedExpress said the ad made no reference to any POMs and included text stating that all medication would be prescribed subject to an assessment by a certificated healthcare professional to confirm a consumer’s suitability for a chosen treatment. The ad made reference to the consultation and guided users to the landing page which offered information to individuals about the weight loss treatments that may be available to them and included references to both POMs and over-the-counter (OTC) treatment options. They said the landing page primarily signalled for consumers to start a consultation to assess their eligibility, while also providing them with information on both POM and OTC options. 1. Upheld The CAP Code required that marketing communications must be prepared with a sense of responsibility to consumers and to society and should not include gender stereotypes that were likely to cause harm, or serious or widespread offence. The ASA acknowledged that women may already be body conscious because of pre-existing societal pressure and that any concerns and anxieties about their weight were likely to have been heightened after giving birth. The ad included the text, “I wish I knew sooner that I could lose post-baby weight with a medicated weight loss treatment from MedExpress” along with images of a woman viewing herself in a mirror. We considered that the ad suggested that an earlier opportunity to lose post-partum weight with weight-loss medication had been lost, implying that the woman had a sense of regret, and that there was an implication that new mothers should prioritise losing weight soon after the birth of their child. We considered the ad, which encouraged new mothers to prioritise losing weight using weight-loss medication, that … and did not include gender stereotypes that were likely to cause harm or serious or widespread … a harmful gender
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The great outdoors: keeping posters in line with the Code - come rain or shine
stereotypes Marketers should also be wary of using stereotypes in their ads, including gender … likely to cause serious or widespread offence, especially to Christians. Harmful gender … stereotypes. The ASA considered a poster ad for Great Grass featured a harmful example of this. A
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Magic Tavern Inc
Code also stated that marketing communications must not include gender stereotypes that were likely to … due to their being pregnant. We considered that the ads contained harmful gender stereotypes regarding … , abusive relationships, and bullying, by objectifying women and by presenting gender stereotypes in a way
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