Adland in dock over portrayal of just about everyone

The advertising industry is facing a growing backlash over the depiction of nearly every single demographic, including generation, gender, ethnicity, and disability, despite strict rules for brands on stereotyping, body image and objectification.

While a Credos report published in January showed consumers’ trust in advertising is on the rise again, a new study by the Advertising Standards Authority paints a much darker picture.

It reveals that almost half of the UK population is concerned about the depiction of women and girls in ads – 45% say they are concerned about ads that include idealised body images of women and 44% are concerned about the objectification of women and girls.

This is followed by violent or distressing images (38% are concerned), which 17% say is the one issue they are most concerned about when compared with the other issues listed.

Meanwhile, around a third of the population say they are concerned about the depiction of men and boys in ads – 32% are concerned about the use of idealised body images of men and 29% mention the objectification of men and boys.

Typically, those from the demographic group that a particular issue is focused on are more likely to say they are concerned about it. Keeping each cohort on side, as seen in the Waitrose 2024 Christmas ad (pictured), appears rare.

For example, those aged 55 or over are more likely to be concerned about the adverse stereotyping of older people (43%, vs 29% of the UK). Those from an ethnic minority group are more likely to be concerned about the adverse stereotyping of race or ethnicity (40%, vs 35% of the UK). And 36% of those who told us their day-to-day activities are limited by a health problem or disability say they are concerned about the adverse stereotyping of disabilities – compared with 28% of the population as a whole.

However, in terms of gender, the watchdog found that women are more likely than men to be concerned about all the issues asked about, including those relating to the depiction of men and boys.

When looking at the use of idealised body images of men – 36% of women say they are concerned about this, compared with 29% of men. And while 25% of men are concerned about the objectification of men and boys – this rises to 32% among women.

The ASA also asked those who said they were concerned about each issue, who the focus of that concern is – are they worried about it for themselves personally, is their concern on behalf of others in society, or both.

Levels of concern on a solely personal level are relatively low across the question. For some issues focused on the portrayal of a specific group, people are more likely to be concerned for others in society, such as the adverse stereotyping of the youth (60%), objectification of men and boys (56%) and the adverse stereotyping of disabilities (51%).

But those concerned about ads featuring certain content are more likely to say they are equally concerned for themselves and others in society, such as the use of violent/distressing images (65%), nudity/sexual imagery (55%) and offensive language (55%).

As above, women are more concerned about all of the issues covered in this question. As would be expected, their concerns around the portrayal of men and boys are more likely to be focused on others in society. For example, 67% of women who are concerned about ads that include idealised body images of men, say they are concerned for others in society – compared with 55% of all those concerned about that issue.

Importantly, women are more likely to be concerned for themselves and others in society over issues relating to the depiction of women, girls or gender more broadly. Around two-thirds of women who are concerned about the objectification of women and girls (67%) or the adverse stereotyping of gender (64%) say they are equally concerned for themselves and others in society.

Further analysis of higher levels of concern among women highlighted some areas that are more likely to be mentioned by young women.

The watchdog found, for example, that while 44% of the UK population is concerned about the objectification of women and girls, this rises to 54% among women and rises further to 59% among women aged 16-34. However, this group is significantly less concerned about the adverse stereotyping of older people, at 21% compared with 47% of women aged 55 or over.

The report concluded: “These findings help us to understand the ad-related issues people in the UK are most concerned about. It shows they have concerns that don’t necessarily affect them personally but may impact others in society – and that some groups in society may be particularly vulnerable when looking at specific areas of portrayal and imagery in ads.”