Media: CSA adopts code of conduct to combat sexist and stereotypical advertising

The French-speaking Belgian broadcaster (CSA) new code of conduct Advertisements deemed sexist, overly sexual, or promoting gender stereotypes.

“[The objective] CSA vice president Saba Parsa said the RTBF could provide more precise rules on sexist and overly sexual advertising, and actually change the way we think about these issues, as well as the sector. A priori, he said, the aim was to give publishers a set of guidelines.

The methodology for determining whether an ad promotes gender stereotypes, is sexist or sexually oriented was designed through a series of working meetings with experts and stakeholders in the field.

The first article of code consists of detailed definitions, including subcategories, acknowledging the possible intersectionality between them.

Some of the definitions of objectification are: An objectified person is thus dehumanized in the sense that it is reduced to physical appearance and/or utilitarian and/or sexual functions, dehumanizing it. “

Parsa emphasized that the code specifically targets an excessive amount of this type of ad.

“Excessive above all else. That’s really what the code says. Excessive and inappropriate content,” Parser said.

“For example, I’m not saying that you can no longer sell swimwear by showing young women or men in bathing suits. It’s not necessary, for example, showing young women in bikinis in a car to sell cars. They say it’s useless for its purpose.”

Young people ‘do not recognize themselves in these ads’

One of the drivers of the new code is younger consumers, especially when it comes to breaking gender stereotypes.

“The younger generation who go to college now don’t recognize themselves in this kind of advertising. It’s not their reality anymore,” Partha said.

“Therefore, advertisers need to use other strategies to win the hearts and minds of these young audiences.”

Promoting gender stereotypes from a young age via advertising can have negative psychological consequences for both men and women, including the ability to “fix” certain roles and traits to one gender, says Parsa. explained Mr.

That this reform is due to the CSA may outweigh previous attempts to remove harmful gendered messages from ad spaces.

The Advertising Ethics Review Board (JEP) is responsible for self-regulating and sanctioning overly sexual or sexist advertising, which itself creates sexist advertising.

In 2017, one of the company’s ads featured a woman with curlers in her hair holding multiple cleaning tools and the tagline, “Live your dream and train for this job.” I was.

Although the advertisement was sanctioned and the JEP acknowledged that it was inappropriate, it is unlikely that such blatant sexist advertisements from an organization tasked with sanctioning sexist advertisements were made. , especially deserving of condemnation.

Still, Parsa said the JEP helped CSA work on the new code and the organization “does a very good job.”

practical gguides to follow

CSA plans to produce a practical guide to the new Code of Conduct in the near future.

“It seemed important to us not to limit ourselves to this code of conduct. We would like to create a practical guide for this,” Parser explained.

“We are convinced that this is really necessary. Sanctions simply cannot do this.

Recognizing that young people are most vulnerable to harmful advertising that enforces outdated gender stereotypes or promotes sexism, Parsa aims to bring this training to people of all ages. I would like to include

Image: CSA Facebook page Media: CSA adopts code of conduct to combat sexist and stereotypical advertising

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