Watch: Britain is saying no to gender stereotypes in ads, should India be next?

The United Kingdom's Advertising Standards Authority has vowed to take a tougher line on gender stereotypes in advertisements. Should India do the same?

FP Staff July 27, 2017 18:48:40 IST

The United Kingdom's Advertising Standards Authority (ASA) has vowed to take a tougher line on gender stereotypes in advertisements, arguing that they are harmful to society.

Currently, a lot of ads show women as inappropriately sexualised or being left with the sole responsibility of household chores. The ASA wants to remove them, citing their influence on society, especially on children below eight.

The Committee of Advertising Practice, which sets British advertising standards, will form new standards, which will then be enforced by the ASA.
India faces similar problems with its ads reeking of sexism and stereotypes. While advertisers have tried to move beyond the ‘chai-making’, ‘dirty clothes washing’ image of women, there still exist umpteen cases of blatant stereotyping in Indian ads.

Should India follow UK’s path and come down strong against ads spreading unreal body standards and assigning gender roles?

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