Renewal of the Memorandum of Understanding between the Gender Equality Commissioner
and the Advertising Standards Authority
The Gender Equality Commissioner and the Advertising Standards Authority (ASA) renewed today, 27 April 2023, the Memorandum of Understanding between the two organisations to eliminate gender stereotyping in advertising. The Memorandum was signed by the Commissioner for Gender Equality Ms. Josie Christodoulou and the President of FED Ms. Sotiroula Sotiriou.
The cooperation between the two bodies has been successfully implemented over the last three years and until now has focused on the examination of gender-related complaints submitted to FED. With the new Memorandum, the two organisations will promote gender awareness actions through, inter alia, training and seminars aimed at preventing gender discrimination.
Gender Equality Commissioner Ms. Josie Christodoulou pointed out that "there is a significant change in the field of advertising, with a conscious effort to deconstruct and challenge stereotypes. It is very likely that this stems from the great pressure now exerted by society, which rejects the anachronistic portrayal of gender roles". Stressing the role of advertising in shaping society's views and attitudes towards gender, he added: "When advertising follows the beaten track it ends up feeding stereotypes and perpetuating beliefs that ultimately perpetuate sexist attitudes. The time has come for the world of advertising to become socially aware, to adapt to our times and to follow the needs and sensitivities of the societies to which it is addressed. Speaking about the overall objective of achieving gender equality, he stressed that no action alone is enough. "What we say and reiterate is the need for a holistic approach. As I said before, we should not stick to superficial approaches and catchy slogans. We need actions at all levels, good coordination and awareness raising in society."
On behalf of the FED, the President of the body Ms. Sotiriou said: "The renewal of the Memorandum of Cooperation with the Commissioner for Gender Equality strengthens the already existing good cooperation between the Commissioner's Office and the FED. In the years 2020-2022 the FED handled 18 complaints on gender issues. Several of these were resolved by the advertiser withdrawing the communication immediately after the FED first contacted them. In the advertising community it is clear that there is an increased social interest in gender presentation in advertising. As an FED we seek to ensure that advertisements do not include gender stereotypes that are likely to cause harm or violently offend society or a social group. At the same time, we recognise that balancing freedom of expression and commercial communication with respect for the sensitivities of society is not always an easy task, as this debate is ongoing and the boundaries of what is acceptable are being modified. What is important is that there is a conscious concern to take account of social sensitivities, even if they differ from those we may have grown up with."
Among other things, the Memorandum provides for the following:
A) The two organizations agree that advertisements should not include gender stereotypes, promote traditional gender perceptions and sexist attitudes that are likely to cause harm, or offend or promote gender-based violence. In particular:
[*]Advertisements must not suggest or imply that particular roles, occupations or personality traits are always associated with a particular gender, are the only options for that gender, or are never expressed by another gender. [*]Advertisements should not suggest or imply that a person's happiness, well-being or career advancement depends on whether that person has a particular body type or physical characteristics. [*]Advertisements should not ironically or pejoratively portray people who do not meet a particular gender standard, even if done in a context and/or with humorous intent. [*]Under no circumstances may advertisements exert pressure to conform to particular gender standards or physical characteristics or present as appropriate behaviour the avoidance of people who do not meet particular gender standards or physical characteristics.
It should be noted that the above does not mean that advertisements may not depict, for example, men tinkering at home or women doing laundry, but under no circumstances should the impression be given that this role/activity is being performed because of the gender of the protagonist.
B) The two organisations promote gender awareness through, inter alia, training and seminars aimed at preventing gender discrimination. In these seminars the FED presents practical examples from Cyprus and other member countries of the European Advertising Standards Alliance.
C) In the event of a complaint to the FED on issues related to the way gender is presented in an advertisement, the FED will be able to address the Gender Equality Commissioner for her position on the advertisement, so that it can be taken into account by the Primary/Secondary Committee when making a decision.
D) The management of the FED provides free copy advice services to its members. In its placement to the member concerned, it shall also take into account the manner of gender presentation, even if this has not been requested by the requestor. It should be noted that copy advice concerns the evaluation of advertising material, before it is published, in order to identify possible violations of the Cyprus Code of Ethics in Communication and its Annexes. It is an advisory service provided in complete confidentiality, prior to the publication/transmission of an advertisement, concerns a specific advertising proposal and has the character of a non-binding opinion.
E) In the event that legislation or other regulation on advertising communication issues is proposed or formulated by the Office of the Gender Equality Commissioner, the FED will be invited to comment on the proposed text in the context of the relevant consultation.
F) Each year, the FED will produce at least one concise and easy-to-use text codifying the provisions of its Committees' decisions to assist businesses and other bodies in shaping their communications in relation to gender presentation.
(OP/CX)
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