ABG publishes guidelines for gender portrayal in UAE advertising

To help advance gender equality and women empowerment in the UAE, Advertising Business Group (ABG) recently unveiled the country’s first-ever Ethical Guidelines for Gender Portrayal in Advertising and Marketing Communication.

The association aims to drive cultural change and inspire gender equality in the UAE while balancing traditions and cultural sensitivities with progressive communication. The new guidelines address unconscious biases and how the advertising industry can avoid reinforcing harmful stereotypes.

It was developed by a group of ABG members and industry experts from the brand, agency and PR side, which includes: Priya Sarma, Sustainability Manager at Unilever North Africa, Middle East, Turkey, Russia, Ukraine and Belarus; Naheel Abdelall, Marketing Communication Manager at Beiersdorf MENA; Deepa Vaidyanathan, Senior Director and Head, Communications, Sustainability and Gender Equality, Asia-Pacific, Middle East and Africa at Procter & Gamble; Sally Tambourgi, Creative Director at JWT Dubai; and Noura Al-Sarraj, Deputy MD at Weber Shandwick.

Aside from launching the new guidelines, ABG is a founding member of the UAE national chapter of the Unstereotype Alliance and is leading the world’s first global diversity and inclusion survey in marketing in the GCC region.

CLICK HERE to view ABG’s guidelines for gender portrayal in advertising.

For more information, contact ABG.