ASCI release Guidelines on Harmful Depiction of Gender Stereotypes
ASCI release Guidelines on Harmful Depiction of Gender Stereotypes
The Advertising Standards Council of India (ASCI) has followed up the successful launch of its GenderNext report with the release of guidelines that guard against harmful gender stereotypes
The Advertisement Standard Council of India (ASCI) on 8 June 2022 released Guidelines on Harmful depiction of Gender Stereotypes. The Guidelines lay down boundaries of unacceptable portrayals and will encourage advertisers to create more progressive gender depictions.
In an event at the India Habitat Centre, Hon'ble Cabinet Minister Smt. Smriti Zubin Irani released the Guidelines for Harmful Stereotypes.
These Guidelines have been issued to curb gender portrayals into locked individual identities and dynamics. For example, the woman is cooking and the man is having leisure time after a day at work. It has been noted that Gender portrayals can be complex and nuanced, which thereby causes harm to individuals and society.
To encourage advertisers to undertake the role to deploy the SEA (Self-esteemed, empowered- allied) these guidelines would enable stakeholders in evaluating gender representation in their advertisements in a more respectable and acceptable manner.
ASCI notes that in an attempt to evaluate the likely impact of an advertisement, it will consider the advertisement as a whole as well as in context; and will thereby consider its consequences from the viewpoint of the group of individuals that are stereotyped in such advertisements. It is further noted that the use of humor or banter is not likely to overcome the likely issues of a harmful stereotype.
However, advertisements depicting glamorous, successful, aspirational, or healthy lifestyles; one gender only, products or goods aimed at a single-gender group; or advertisements showing gender stereotypes as a means to address the underlying problem will not be prevented from featuring.
Advertisements will be prevented if:
1. It portrays gender stereotypical roles or characteristics that are uniquely associated with a gender, or only an option available to the other gender or never carried out or displayed by other genders. For example, a woman cleaning the house and a man going to the office or the man being assertive and the woman being sensitive to others' needs.
1.1. Advertisements depicting children should not show that a particular career option or product, pursuit, behavior, or activity including choice of play is associated with a particular gender or is inappropriate to one or other genders. For example, boys are shown as daring, and girls are shown as caring.
2. It is shown that an individual's well-being or happiness is dependent on conforming to stereotypical body shapes, sizes or colours.
3. It mocks individuals for not conforming to gender stereotypes, their sexual orientation, or gender identity in the context for it to be humorous, exaggerated, etc. For example, a man carrying out stereotypical female roles or making fun of same-sex relationships.
4. It portrays unrealistic gender roles or expectations. For example, the man and other family members making a mess and the woman is cleaning the house or the woman is overly grateful to the man for helping her with basic everyday chores.
5. It shows an individual unable to achieve acts specifically due to their gender or depiction which is condescending towards other genders or shows them as incapable of understanding the product or unable to make a decision. For example, a man is unable to change nappies and a woman is not able to park a car.
6. Advertisements showing an individual with a unique physique or physical characteristic that does not match the stereotype associated with their gender, thereby implying that such characteristics or features are a significant reason for them not being successful in their romantic, social or professional life. For example, a short man or a dark woman, or any individual who is overweight is unable to find a job or a partner because of these aspects of their physique.
7. Advertisements should not indulge in the sexual objectification of characters of any gender or depict people in a sexualized and objectified way for titillating viewers, especially when such depiction is wholly unrelated to the product.
8. If the advertisement encourages exertion of domination or authority over the other(s) through overt or implied threats, actual force, or the use of demeaning language or tone. Advertisements cannot provoke or trivialize violence (physical or emotional), unlawful or anti-social behavior based on gender. Additionally, advertisements should not encourage or normalize voyeurism, eve-teasing, stalking, emotional or physical harassment, or any similar offences. This does not prevent the advertisement from showing these depictions as a means to challenge them.
While these Guidelines are focused on women, they also provide guardrails for the depiction of other genders.
A recent study by Kantar shows that 64% of consumers believe that advertising reinforces rather than helps eradicate harmful gender stereotypes.
Speaking at the launch of these guidelines, Hon'ble Cabinet Minister for Women and Child Development, Smt Smriti Zubin Irani said, "While there are women who are happy with the incremental change that has been made in the advertising industry, women of my generation are a bit more impatient. It is time not only for the men but also for the women in the advertising industry to step up. This is a very important move, and I believe that there is a long journey to be undertaken to turn the thinking but it's required now. Work in this area must move with more and more speed and organizations like ASCI should lead this, the action beginning with its member base"
Subhash Kamath, Chairman, ASCI, added: "The new guidelines were created after extensive consultation with many partners- both from industry, as well as civil society organizations, including the Unstereotype Alliance and UNICEF. These guidelines are a big step forward in strengthening ASCI's agenda to shape a more responsible and progressive narrative. We are grateful to the government and Shrimati Smriti Irani for supporting these guidelines, and to the many partners who have been with us on this journey."
