UK regulator, The Advertising Standards Authority (ASA), has partnered with Instagram to launch a series of videos aimed at encouraging good practice.

Each video shares aspects of rules advertisers must follow, which include clearly disclosing ads, tackling misleading messaging or being upfront about the price of goods and services.

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The videos also feature content creators including @YourBoyMoyo, @FatsTimbo, @simplysayo, @ThatsWatson and @Shesnotfunny.

The partnership is part of the advertising regulator’s new five-year strategy, AI-assisted, Collective Ad Regulation, which aims to ensure social media influencers are being “honest and truthful”, and help inform people who follow content creators of the ad rules that are in place and the expectations they should have around being treated fairly and not being misled.

ASA Director of Communications and Marketing Donna Castle said: “These videos will help raise awareness of the ASA system and the rules that all UK ads must follow.

“We’re grateful to Meta and all the content creators for their help in bringing this initiative to life in such a creative and engaging way. It’s crucial that all advertisers, including those online, follow the rules that keep people safe and prevent them from being misled.”

Meta Director of Business Partners Nick Baughan added: “Meta is committed to ensuring the people advertising on our platforms do so responsibly. We have a long-standing partnership with the ASA and this new campaign will help not only the creators and advertisers on our platforms but will benefit the communities using them.’’

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Klarna, which enables consumers to ‘buy now, pay later’ on products from a range of retailers, ran a campaign with four influencers in April and May, encouraging people to use Klarna to purchase clothes and beauty products and, in turn, ‘lift their low mood’.

The ASA received a complaint about the campaign from Labour MP Stella Creasy, who argued that the Instagram posts were irresponsible.

Klarna argued that the key theme of the ads “was to take care of one’s self during the COVID-19 lockdown period” and that the focus was on “improving one’s mental health and staying entertained during the lockdown period”.

The four influencers – Bradley Harper, Claire Menary, Aisha Master, and Yasmin Fatollahy – each supported Klarna’s claims, stating their posts focused on how the products could improve mood, rather than shopping with Klarna.

However, the ASA disagreed and deemed that the ads were in breach of rule 1.3 (social responsibility) of the CAP (Committees of Advertising Practice) Code. As such, the ads can no longer appear in their current form and any future advertising “must not irresponsibly encourage the use of Klarna’s deferred payment service, particularly by linking it with lifting or boosting mood”.

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The ban will not ban gender stereotyping in ads completely, only covering what the ASA and its sister company, the Committee of Advertising Practice (CAP), deem “likely to cause harm, or serious or widespread offence”.

“We’re becoming far more ‘woke’ as a society and it’s becoming more difficult to achieve affinity with potentially offensive stereotypes. The people you see in content, in ads and other material shape the way you see the world, yourself and the possibilities for yourself. Stressed, tired new mums don’t want to be told their value is related to ‘getting back in shape’.  Women and men don’t want to be told that their value and looks are intrinsically linked or that certain bodies are worth more than others,” said Emily Knox, head of social and content Tug.

“Ads need to reflect the ethos of our society today and brands such as Lynx, Pot Noodle and LadBible have started to do so by consciously moving towards a more enlightened stance which accepts diversity, breaks down ideas associated with toxic masculinity and takes male mental health issues seriously. The CAP ban should remind marketers and all content creators that we need to try harder and be more considerate of our audiences.”

Ads being hooked include those that show a man creating mess and leaving it to a woman to clean it up on her own; ads that show people failing at something just because of their gender; and ads that belittle a man for carrying out ‘female’ roles; among others.

Gender stereotypes that can still be advertised under the ban include showing a woman doing the shopping or a man doing DIY; ads aimed at one gender; gender stereotypes being used to challenge their negative effects; and more.

“The big takeaway from the ASA’s ban is that it has formally acknowledged that stereotyping in ads does in fact impact how people perceive gender roles. It might sound obvious, but it’s a significant step from the ASA to make it clear that ads showing women taking on traditional roles – like doing the dishes or cleaning up after the kids – only perpetuates a certain gender narrative. The ban shows that we can’t condone ads that reinforce damaging stereotypes; it’s a positive outcome not only for business, but also society,” said Sue Unerman, chief transformation officer at MediaCom UK.

“It’s also important that the industry sees the ban as a sign that it can no longer rely on gender stereotypes to sell products. It is, frankly, lazy advertising. Good ads don’t do it, because the inherent job of advertising is to speak to truth and represent the world around us accurately and fairly. The move by the ASA will make the industry pull up its socks and push for ads that are based on true insight into the audience, not simply assumptions about consumers.

“One of the most important questions is whether the ban will lead to more diversity not only in front of the camera, but behind it. For the ban to have a true impact on the media industry, and if we want to see ads reflect a more equal, balanced and representative society – then we need more women directors, writers, creatives and photographers working behind the scenes producing the ads themselves.”

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According to a survey of 1,500 marketers from the UK, US and Australia, commissioned by stock photo company Shutterstock and conducted by Censuswide, 35 per cent have been using more imagery featuring women over the past 12 months. Meanwhile, 51 per cent think it’s important to represent modern day society in marketing, compared to just 30 per cent in 2016.

“The ASA’s crackdown on gender stereotyping within marketing images highlights the diversity problem that exists within marketing is no longer acceptable,” says Robyn Lange, Shutterstock curator. “We are pleased that the ASA’s announcement is having an impact on marketers and that the upward trend of using non-stereotypical images of women in marketing campaigns is continuing. Marketing campaigns have a strong visual impact on public life, therefore, marketers need to be more inclusive through their choice of images and ensure that they are representing people in society effectively.”

However, marketers over 45 years of age were found to be using the least number of images featuring diversity – with only 17 per cent of both 45 to 54-year olds and over 55s using more images of same sex couples over the last 12 months. Amongst 25 to 34-year olds 43 per cent were using more imagery featuring same sex couples, while 38 per cent 35 to 44-year olds were doing the same, speaking volumes about the generational divide when it comes to active acceptance.

On a more positive note, 93 per cent of marketers in the UK – and 93 per cent and 91 per cent in Australia and the US respectively – agree that there is room for growth in using more diverse imagery in marketing campaigns.

Australian marketers are leading the way with their increase in images of women with 41 per cent featuring more women over the last 12 months, while Brits lead the way on images of same sex couples with 35 per cent featuring more.

It was also found that the majority of marketers prioritise imagery reflecting modern day society rather than fitting with their brand message when using diversity in their marketing – something that failed Pepsi miserably.

“Our research shows that globally, marketers are shifting their attitudes and selecting images, primarily, to represent modern day society,” said Lange. “Marketers are also recognising that choosing images that are relatable to diverse groups benefits their brand’s reputation. Striking a chord with consumers is no longer about serving them images of perfection, as social media has helped to change how people view images. Consumers prefer images that accurately portray the world around them, as opposed to a perfected version of the world offered by marketers.”

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In a letter sent to hundreds of gambling firms, including major players like William Hill, Paddy Power and Bet365, the group dub the use of colourful cartoon and comic book images, animals, child-orientated references, and names such as ‘Piggy Payout’ or ‘Fluffy Favourites’, in ads as “unacceptable” due to the likelihood that they will appeal to children.

The ruling follows an investigation conducted by The Times, which revealed that gambling operators had been using a loophole that allowed them to promote games that appeal to children without breaching any rules. Stakes on these games were found to range from 1p to £600.

The gambling companies that have received the letter have been told they must immediately amend or remove ads that could appeal to under 18s. If they do not do this, they have been warned that the CAP compliance team will consider imposing sanctions.

Of course, this isn’t the first time that the advertising practices of betting companies have come under fire. Earlier this year, an investigation by the Guardian found that bookmakers were using third-party companies to harvest people’s data, and then use this to target people on low incomes and those who had stopped gambling with ads.

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The ads, which we briefly covered in our look at how major betting brands approach social media, were placed in newspapers, online, and across Paddy Power’s social channels. The ASA investigation focused solely on a press ad, which appeared in the Evening Standard and the Metro, that featured the headline ‘always bet on black’ alongside a picture of Mayweather – who Paddy Power was surprisingly supporting over its home countryman, McGregor.

The racial undertones of the controversial campaign’s tagline led to nine complaints from the public, and has led to the ASA’s decision that Paddy Power must remove all evidence of the ad, or face further sanctions. This was despite Mayweather the ad himself, and even donning a pair of Paddy Power boxers for his weigh-in that were plastered with the message.

“Our thinking was that it had a clear gambling connotation for a fight taking place in Las Vegas, and was an amusing nod to the cult film Passenger 57 and the line spoken by Wesley Snipes.  The line ‘always bet on black’ was further parodied in a more recent movie, Lego Batman,” Paddy Power said in a statement, where the company doesn’t back down from its humorous, often controversial, tone. “The line was approved by Mayweather who saw it as a humorous dig at his rival before the fight. The wording was, in fact, branded onto Mayweather’s shorts for the weigh-in, at the request of the American fighter’s agents.

“Although disappointed with the outcome, Paddy Power accepts the findings of the ASA Council and we will take this decision on the chin.  Like Conor did.”

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The evidence-based report, titled ‘Depictions, Perceptions and Harm’, puts the case forward for there to be stronger regulation on ads that feature stereotypical gender roles or characteristics due to the harm they can potentially cause.

“Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people,” said Guy Parker, chief executive of the ASA. “While advertising is only one of many factors that contribute to unequal gender outcomes, tougher advertising standards can play an important role in tackling inequalities and improving outcomes for individuals, the economy and society as a whole.”

The new standards will not ban all forms of gender stereotypes. A ban on ads depicting a woman cleaning or a man putting up a fence will not take place, for example. However, ads will be banned if: a woman is depicted as the sole responsibility for cleaning up her family’s mess, an ad suggests that certain activities are only for one gender, an ad features a man failing to undertake simple parental or household tasks.

In addition, the standards will take a tougher line on objectification or sexualisation – though the ASA already has a good track record of banning these – and ads that mock people for not conforming to gender stereotypes.

“Our review shows that specific forms of gender stereotypes in ads can contribute to harm for adults and children.  Such portrayals can limit how people see themselves, how others see them, and limit the life decisions they take,” said Ella Smillie, lead report author. “Tougher standards in the areas we’ve identified will address harms and ensure that modern society is better represented.”

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The advertorial, seen on 24 September 2016 in the Guardian, was advertising the Jaguar XE’s wi-fi connectivity, smartphone integrated apps and its voice-controlled infotainment systems.

“The car is increasingly becoming an extension of the work place [sic]. What was once a cocoon of time in limbo is being transformed into productive reclaimed time. Cleverly integrated in-car systems – such as those found in the latest Jaguar XE – let you work on the move without compromising safety,” the advert text stated.

“The combination of smart technology built in to the car, and vehicle optimised smartphone apps, can help … organise your next meeting and stay in touch with colleagues and family while on the move … Wi-Fi connectivity – invaluable in transforming what would otherwise be downtime in a traffic jam or long hours on a motorway.”

This ad received three complaints – two to the ASA and one to the Guardian – but both Jaguar and the Guardian were adamant that the ad did not encourage dangerous driving because it, in fact, emphasised the importance of not compromising safety.

Despite the appeals of both parties, the ASA deemed that the ad could promote unsafe driving – though it accepted that driving whilst using hands-free technology ‘was not, of itself, illegal’.

The ASA’s ruling says: “Whilst we understood that the work-related activities and communicating with family could be carried out in the car via hands-free technology, we considered that they were likely to distract a driver’s attention from the road and therefore preventing them from having full control of the vehicle. Therefore, we concluded that the advertorial was irresponsible because it was likely to encourage unsafe driving practices.”

As a result of the decision, the advert cannot appear again in its current form, and Jaguar have been told to make sure its advertising no longer encourages unsafe driving practices.

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