Issues

Portrayal of Men and Women

The ASA receives many complaints about the way men and women are portrayed in non-broadcast advertising. It has to steer a course between companies' freedom to advertise their products and services and whether they are likely to cause serious or widespread offence. The ASA commissions research to assess how offended people may be about men and women being portrayed as sex objects, as well as other factors such as the extent to which women may be portrayed as needing to look slim and attractive. In addition, we hold an annual Consumer Conference, which also tests public opinion on this issue.

Background Briefings: