A new self-regulatory code of ethics, to dissuade toy manufacturers from using gender stereotypes and to promote an egalitarian and gender-free image among young children. It was issued by the Spanish government, in agreement with toy manufacturers (Aefj) and advertising agencies. And it forbids «the exclusive association of toys that symbolize roles such as care, housework or beauty with little girls and action, physical activity or technology with children». If an advertisement violates the new guidelines, it will be removed.
The Spanish government, led by Prime Minister Pedro Sanchez, said one of its priorities was to place an end to the use of blue for products for boys and pink for girls. the regulation came into force today and refers to advertising aimed at children under the age of 15, and in particular children under the age of seven.
The goal is that «the commercials about toys are more egalitarianaccurate and constructive, and that the ads use inclusive language and present positive role models to encourage healthy, responsible and sustainable consumption,” the Spanish government said in a statement.
The new code of ethics was enacted after a 2020 government-commissioned survey of advertisements for children, which found that commercials for children’s toys were filled with gender stereotypes. For example, 34% of commercials that featured a female-oriented profession featured jobs related to the beauty industry. On the other hand, 50% of the same types of ads for males depicted pilots, police officers or soldiers.
The poll also found that 11% of all advertisements sexualize little girls, another practice specifically prohibited by the new code of conduct. Gender stereotypes appear, according to the survey, in the majority of commercials for girls’ toys. More commonly, girls are associated with beauty and related to the domestic sphere. The flip side is that 71% of gender stereotypes for children were related to being a warrior, hero or adventurer.
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Source: Vanity Fair
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