Advert gender stereotyping is harming pupils

According to the Advertising Standards Authority (ASA), gender stereotyping is affecting children and young people.

A report by the ASA into gender stereotyping in advertising comes as a separate survey reveals that almost half (47 per cent) of all secondary-aged girls have seen stereotypical images of men and women in the media in the previous week.

The Girls’ Attitude Survey results show that because of this, the girls felt less confident about what they want.

The poll was aimed at girls between the ages of 11 and 21, and was conducted by Girlguiding.

It also revealed that 59 per cent had seen airbrushed images in the media in the week before they were questioned, and had consequently felt under pressure to change the way that they look.

Mary Bousted, general secretary of the ATL teaching union, said that, in the past, teachers did a lot of work to counter such attitudes. “There’s a lot that teachers did,” she said. “But, at the moment, all those considerations are secondary to getting through Sats.

She continued: “Do you know there’s not one apprenticeship in the construction industry in London that has gone to a young woman this year? Advertising just replicates life.”

The ASA report shows that gender stereotypes in adverts could restrict the choices and aspirations of children and teenagers.