ABSTRACT

This article evaluates regulatory responses to stereotypical gender portrayals in advertising in the UK before and after the 2019 changes in the Advertising Standards Authority's (ASA) harm and offensiveness framework. It systematises for the first time the ASA's rulings in this territory and brings a new perspective in its modern practice by examining it within Deaux and Lewis’ theoretical framework on the multicomponent structure of gender stereotypes. We argue that the ASA's new rule and guidelines represent a missed opportunity to take bolder steps against ads that objectify or inappropriately sexualise individuals and are not sufficiently attentive to the multi-faceted nature and fluidity of modern gender identities. We conclude by making recommendations for improving the effectiveness and implementation of the ASA's guidance on the depiction of gender stereotypes.

摘要

本文评估了广告标准管理局（ASA）伤害和攻击性框架2019年变更前后英国对广告中刻板的性别刻画的监管回应。它首次对ASA在该地区的裁定进行了系统化，并通过在Deaux和Lewis的性别刻板印象多结构理论框架内对其进行考察，为ASA的现代实践带来了新的视角。我们认为，ASA的新规则和准则代表了一次失误的机会，可以采取更大胆的步骤来对那些客观地或不恰当地对个人进行性别化并且对现代性别认同的多面性和流动性不够关注的广告。最后，我们提出了一些建议，以提高ASA