The Advertising Standards Authority (ASA)  has today published their latest report: Depictions, perceptions and harm: gender stereotypes in advertising. In response to the evidence, the Committees of Advertising Practice (CAP) will develop new standards on ads that feature stereotypical gender roles or characteristics.

Ian Barber, Director of Communications at the Advertising Association said:

“As the Timelord becomes a Timelady, it’s clear that the way society understands gender is changing and advertising’s commitment to responsible self-regulation should extend to this important issue, informed by the evidence. The challenge will be consistency and certainty for brands and agencies, in what is a subjective debate. As part of the rule-making body, we will be working with industry to determine how the rules should reflect the ASA’s findings.”

The ASA’s full report is available here.