ABG reinforces gender equality with its ‘Ethical Guidelines for Gender Portrayal’

ABG releases guidelines to use advertising as a force for good in advancing gender equality & women empowerment in the UAE, by providing guidance to address unconscious biases and avoid reinforcing harmful stereotypes.

ABG has released the Ethical Guidelines for Gender Portrayal in Advertising & Marketing Communication to advance gender equality and women empowerment in the UAE. The guidelines aim to provide direction to drive cultural change and inspire gender equality while balancing traditions and cultural sensitivities with the use of progressive communication in the UAE. This guidance discusses unconscious biases and how to avoid reinforcing harmful stereotypes.

The guidelines have been created by a group of industry female experts including Sally Tambourgi, creative director at JWT Dubai; Noura Al-Sarraj, deputy MD at Weber Shandwick; Priya Sarma, sustainability manager at Unilever North Africa, Middle East and Turkey, Russia, Ukraine and Belarus; Naheel Abdelall, marketing communication manager at Beiersdorf MENA and Deepa Vaidyanathan, senior director and head communications sustainability and gender equality, Asia Pacific Middle East and Africa at Procter & Gamble.

The themes discuss include stereotypical roles, stereotypical characteristics and stereotypical appearance and follow a 10 point format.

To see the full report click here: ABG ETHICAL GUIDELINES