ASA publishes report on racial and ethnic stereotypes

What problems arise from racial and ethnic stereotyping in advertising and what can be done to avoid causing offence?

The key takeaway

The ASA’s report highlights a positive step in the regulator’s protection of consumers from harm caused by negative stereotypes. Brands should think carefully about how they portray racial and ethnic groups, in particular to avoid limiting beliefs and/or depicting them in a one-dimensional way. 

The background

In February 2022, the ASA published a summary report on its findings from researching the harm from racial and ethnic stereotyping in advertising. The report draws from research relating to complaints, existing literature and public opinion. The ASA noted that there are five categories of racial and ethnic stereotypes, namely: roles and characteristics; culture; humour at the expense of other ethnic groups; objectification and sexualisation; and depiction of religion.

Three broad harms were identified which could arise from adverse portrayals of the above stereotypes:

• Reinforcement of existing stereotypes: This was the most common harm which emerged from public opinion research and can facilitate limiting beliefs about what people from different racial or ethnic groups should be like. The report suggests that these beliefs can affect those belonging to a particular group, as well as views about groups held by those outside it.
• Creating new stereotypes: The report shows that new stereotypes have emerged in advertising depicting people from certain racial or ethnic groups in a one-dimensional way. This is considered an inauthentic way of meeting diversity expectations.
• Perpetuating or reinforcing racist attitudes and behaviours: Despite ads challenging negative stereotypes, depiction of racist attitudes or behaviours can evoke past trauma and cement prejudice, causing offence to those highlighted as being on the receiving end of racism and discrimination. 

The development

The report considers some of the current initiatives being taken by the industry to combat the harm using racial and ethnic stereotyping in advertising. It then sets out next steps the ASA may take to improve current practices, including:

• reviewing complaint and case handling decisions relating to racial and ethnic stereotypes by the end of the year and presenting findings to the ASA Council and CAP to proactively identify evolving areas of concern
• considering whether additional guidance is needed in relation to advertising depicting potentially harmful stereotypes. Should new guidance be introduced, CAP will deliver training to advertisers to ensure compliance, and
• hosting events with industry stakeholders to share findings and insights.

It should be noted that the report only asks CAP to consider whether additional guidance is needed, as opposed to building on the targeted rule introduced in respect of harmful gender stereotypes.

Why is this important?

There is increasing awareness and concern with embedded systematic racism, as highlighted by the Black Lives Matter movement. Accurate and non-offensive depictions of racial and ethnic groups in advertising is vital, as is ensuring that everyone is represented. The ASA acknowledges that advertising plays an important part in challenging racism and encouraging diversity. 

With increasing focus from the ASA being placed on ensuring that harmful stereotypes are not used, advertisers need to be wary of the steps the regulator will take to ensure ads are not considered offensive, including significant negative publicity for the brand involved. Consumers are also well aware when ads rely on racial or ethnic stereotypes and/or include certain groups as a diversity token, which in turn diminishes brands’ reputations.

Any practical tips?

Carefully consider whether any depictions in ads of racial or ethnic groups could be reinforcing existing stereotypes, creating new stereotypes or perpetuating racist attitudes. The ASA report places great focus on public opinion and data from complaints, so obtaining detailed consumer feedback on proposed ads can prove highly beneficial in avoiding offence.