Colombia applies pressure to inadequate representation in advertising

The National Association of Colombian Advertisers (ANDA Colombia) recently released a guide on adequate gender representation in advertising.

The guide is built on five main principles that ANDA Colombia believes will improve gender representation in advertising:

1. Commercial communications will not deride, discriminate against, or ridicule people on account of their gender, sexual orientation, nationality, ethnicity, religion, age, or disability;
2. Humour should be used to highlight positive aspects of difference;
3. Advertising should not cause offense, hostility, or abuse towards a person or group of people;
4. Gender stereotypes may only be used if they do not compromise the dignity of the characters, are not objectifying, and do not promote subordinate relationships between women and men;
5. ANDA Colombia will encourage its affiliates to adopt the best practices set out in the guide.

ANDA members assented to these guidelines at the guide’s launch in early February in the presence of Marta Lucía Ramírez, Vice-President of the Republic of Colombia, and Gheidy Gallo, Presidential Adviser for Women’s Equality.

For more information, please contact ANDA Colombia.