Gender stereotyping toy ads will be banned
In the future, it will be prohibited to create toy ads that specifically target boys or girls. Ads can no longer draw on certain colours for "boys" and "girls" and will strive to adopt a more inclusive language.
The Spanish government has approved a new code of conduct to prevent toy manufacturers from using sexist stereotyping in their ads. Toy manufacturers have so far specifically targeted girls in ads for products related to nursing, housework and beauty care. On the other hand, ads displaying sports and technology were meant to appeal to boys.
The new regulatory code will take effect on 1 December 2022 and will apply to new advertising. The code contains a total of 64 rules on ethics. In line with these rules, ads will strive to adopt an inclusive language and companies will no longer be able to use blue or pink to indicate that their products are intended for boys or girls. Upon signing the code, Minister for Comusmer Affeirs Alberto Garzon said that the measure was needed because toy advertisements were sexist, but in the future they would be
“more equal, truthful and constructive, which are fundamental aspects for the protection and development of children.”
Back in December, Spain’s consumer protection agency embarked on a large-scale campaign calling on people to buy gender-neutral toys, arguing that only toys free of stereotypes can give children the opportunity to fulfill their true potentials. The campaign, which cost about 80 thousand euros, featured billboards in several large cities, which called attention to sexist toy ads. The agency even published a video, where toy figures in a child’s bedroom call for the elimination of alleged gender stereotypes.
A bejegyzés megtekintése az Instagramon
This madness did not start out from Spain. The Danish toy manufacturer LEGO had already announced earlier that it would market its products in a gender-neutral way. Toy giant Mattel decided to take even more radical steps when it began to sell a gender-neutral Barbie doll to eradicate gender stereotypes created by society. Children playing with the new dolls can decide on their hair, clothes and accessories freely, enabling them to give the figures male and female characteristics at the same time. Moreover, the figures are available in several skin colours to maximise political correctness.
In our world, dolls are as limitless as the kids who play with them. Introducing #CreatableWorld, a doll line designed to keep labels out and invite everyone in. #AllWelcome
Shop now: https://t.co/UyaYXb0BYf pic.twitter.com/k2tnPDCCiM
— MATTEL (@Mattel) September 25, 2019
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