The Ministry of Consumption will regulate the advertising of toys to avoid sexist content

The Ministry of Consumer Affairs will regulate the content of the advertising of games and toys aimed at children and adolescents so that sexist messages are eliminated.

The ministry understands that, along the lines of social and institutional commitment to equality, advertising messages for children's products should not show gender bias in the presentation they make of children. For this, Consumption plans to develop the current advertising regulation so that commercial communications motivate purchasing decisions that do not reproduce discriminatory roles in children's play.

The immediate objective is to open a process of information and participation in which assessments of experts in equality and childhood, consumer associations, media, advertising agencies and advertisers will be collected.

As the Andalusian Audiovisual Council points out, 54% of the advertisements of games and toys reproduce sexist and discriminatory stereotypes. Other specialized research affirms that the dissemination of discriminatory stereotypes in commercial communications influences the formation of self-concept and the reproduction of sexist behaviors from very early ages.

In addition, in childhood the game is a socializing element of the first order, a key vehicle in the transmission of symbolic contents that make up the identity and the value system. Consumption considers, therefore, that a publicity of games and toys that promotes non-stereotyped images can play a strategic role in advancing equality.

Also, from the ministry, the formula to prevent the appearance of messages that contribute to the early sexualization of girls is being studied. In the same sense, it is intended to prevent girls from appearing in commercial communication with a hypersexued presence, such as sex objects made up and dressed as adults or in seductive poses.

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