CAF revamps guidelines

On May 1, the Canadian Advertising Foundation will reissue new guidelines replacing the Sex-role Stereotyping Guidelines first introduced in 1981.The revision, which began in 1992, was prompted by an increase in complaints about advertising considered to exploit the sexuality of males...

On May 1, the Canadian Advertising Foundation will reissue new guidelines replacing the Sex-role Stereotyping Guidelines first introduced in 1981.

The revision, which began in 1992, was prompted by an increase in complaints about advertising considered to exploit the sexuality of males and females.

The title of the new voluntary guidelines will be changed to Gender Portrayal Guidelines.

Some of the changes include the dropping of the household guideline because of considerable drop in complaints since 1987; an expansion of the sexuality guideline to cover areas involving children and sexual harassment; and the inclusion of an entry dealing with violence.