Advertisers will enforce a new code of ethics starting February 1.
The Australian Association of National Advertisers (AANA) updated its Code of Ethics after a review to ensure it reflects community standards.
Key changes:
- prohibiting undue focus on male or female anatomy, unless it is relevant to the product or service being advertised;
- avoiding the use of sexualised imagery or graphic violence or horror, particularly where children are likely to view the material;
- avoiding harmful gender stereotyping.
The AANA says the code applies to all advertising in Australia and the review sought to ensure it continues to meet its objective that advertising is legal, honest and reflects prevailing community standards.
In 2019, the AANA laucnhed a review of the Code of Ethics to ensure it continues to reflect community standards.
The AANA also commissioned Ipsos to find out what Australians think when it comes to issues such as using gender stereotypes, sexual appeal, nudity and violence in advertising.
The Ipsos research revealed:
- The majority of the community see banning negative or damaging gender stereotypes as a positive step towards modernising advertising standards and reducing outdated gender imagery, reducing discrimination. Female stereotypes such as the "dumb blonde" are seen to be the most damaging, alongside the "incompetent dad".
- Australians believe that advertising has become more and more sexually explicit and this type of advertising is seen as particularly damaging to young girls who see this type of hypersexualised advertising and take it on as an aspirational standard of beauty. The de-sexualisation of advertising is seen as a step in the right direction, especially in relation to its use for unrelated products. The majority of Australians surveyed prefer to support companies that do not objectify women.
- The community supports tighter restrictions around the advertising of violent video games and horror/thriller movies where children form part of the audience.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.