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Gender neutral clothes are KILTS not trousers

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Gender neutral clothes are KILTS not trousers

PostAuthor: Anthea » Fri Jun 14, 2019 1:19 am

PC madness in UK gender
stereotypes in adverts banned


The ban covers scenarios such as a man with his feet up while a woman cleans, or a woman failing to park a car

The UK's advertising watchdog introduced the ban because it found some portrayals could play a part in "limiting people's potential".

It said it was pleased with how advertisers had responded.

The new rule follows a review of gender stereotyping in adverts by the Advertising Standards Authority (ASA) - the organisation that administers the UK Advertising Codes, which cover both broadcast and non-broadcast adverts, including online and social media.

The ASA said the review had found evidence suggesting that harmful stereotypes could "restrict the choices, aspirations and opportunities of children, young people and adults and these stereotypes can be reinforced by some advertising, which plays a part in unequal gender outcomes".

"Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us. Put simply, we found that some portrayals in ads can, over time, play a part in limiting people's potential," said ASA chief executive Guy Parker.

As part of its review, the ASA brought together members of the public and showed them various adverts to gauge how they felt about how men and women were depicted.

One of them was a 2017 television advert for Aptamil baby milk formula, which showed a baby girl growing up to be a ballerina and baby boys engineers and mountain climbers.

The ASA found some parents "felt strongly about the gender based aspirations shown in this advert specifically noting the stereotypical future professions of the boys and girls shown.

"These parents queried why these stereotypes were needed, feeling that they lacked diversity of gender roles and did not represent real life."

At the time it was released, the campaign prompted complaints but the ASA did not find grounds for a formal investigation as it did not break the rules.

However, Fernando Desouches, managing director of marketing agency New Macho, which specialises in targeting men, said this was an example of a past advert that would not pass the new ASA legislation.

He said it showed how how easy it can be for "deeply entrenched views on gender to come through in an ad that purports to be caring and nurturing of future generations." He was "unsurprised it generated a backlash".

Other situations likely to fall foul of the new rule include:

    Adverts which show a man or a woman failing at a task because of their gender, like a man failing to change a nappy or a woman failing to park

    Adverts aimed at new mothers which suggest that looking good or keeping a home tidy is more important than emotional wellbeing

    Adverts which belittle a man for carrying out stereotypically female roles
However, the new rules do not preclude the use of all gender stereotypes. The ASA said the aim was to identify "specific harms" that should be prevented.

So, for example, adverts would still be able to show women doing the shopping or men doing DIY, or use gender stereotypes as a way of challenging their negative effects.

The ASA outlined the new rules at the end of last year, giving advertisers six months to prepare for their introduction.

Mr Parker said the watchdog was pleased with how the industry had already responded.

The ASA said it would deal with any complaints on a case-by-case basis and would assess each advert by looking at the "content and context" to determine if the new rule had been broken.

https://www.bbc.co.uk/news/business-48628678
Last edited by Anthea on Fri Sep 06, 2019 7:41 pm, edited 1 time in total.
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Gender neutral clothes are KILTS not trousers

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Re: PC madness in UK gender stereotypes in adverts banned

PostAuthor: Anthea » Fri Sep 06, 2019 7:37 pm

Protest over gender neutral uniform

About 150 parents and pupils have staged a protest outside a secondary school over gender neutral uniforms

Priory School in Lewes, East Sussex, made trousers compulsory for new and existing students for the new term.

The school said "concerns" had been raised over the length of girls' skirts and new rules also catered for a handful of transgender pupils.

Protesters have said pupils should have a choice to wear skirts, while others believe clothes are being wasted.

All students were told they must wear trousers as part of new regulations.

Former Priory student and TV presenter Piers Morgan tweeted his support for the protesters saying the "gender neutral craze" was out of control and girls should be girls, and boys should be boys.

The Conservative MP for Lewes, Maria Caulfield, also tweeted: "Very disturbed to see the school turning away girls from Priory school because they choose to wear a skirt and calling the police on them.

"This is not how we should be treating the young women of Lewes."

Libby Murray, who is in her final year, said the new rule meant clothes were going to be thrown away, which would contribute to the climate change crisis.

She also said removing the choice for pupils to wear skirts because some wear them too short was "unfair".

"Girls roll up their skirts but that can be solved by better policing of it."

She added: "To make it gender neutral they have to let everyone wear skirts or trousers and have that choice."

Some pupils believe they should be given a choice about whether to wear trousers or skirts

In 2017, the school introduced a trouser-only policy for new students. It brought in the blanket ban on skirts for all students on Friday.

In a statement, it said students not conforming to the new rule would be asked to return home and change before being allowed into the building.

Pupil Nina Cullen wore a skirt to school and was refused entry.

"I haven't bought the new uniform and I don't see the point in wasting money," she said.

During extremely hot weather pupils had previously been allowed to wear PE shorts or skorts - shorts made to look like skirts.

However, a letter sent to parents in June said the decision had "created more problems than we wished".

It said pupils not following the new rule was "detracting" staff from teaching.
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https://www.bbc.co.uk/news/uk-england-sussex-49599078
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