Out of the kitchen: Why the ASA clamping down on gender stereotyping is just the start

New guidelines banning gender stereotyping in advertising come into force today, a watershed moment for the industry, which should open the doors to a new era of inclusive creativity.
Stereotypes matter because they provide the framework by which we navigate and understand the world around us. They help to shape the expectations we have for ourselves and each other. Unconscious bias, by its very nature, is built upon the visual shortcuts and cultural language we use to represent people. It is al