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Spain bans gender stereotypes in toy advertising


Madrid - The umbrella organization of Spanish toy manufacturers has agreed with the government to ban supposedly sexist advertising. According to a joint agreement with the Spanish Ministry of Consumer Protection, toys should no longer be advertised in a gender-specific manner in the future.

So far, some toy manufacturers have targeted their advertising for products related to the topics of care, housework and beauty to girls. Offers on sports and technology, on the other hand, were intended for boys.

Specifically, it is about no longer portraying girls in a “discriminatory or degrading” way. Instead, a “pluralistic, egalitarian and stereotype-free image of minors” should be promoted.

No pink for girls
In addition, it is now prohibited to use the colors pink and blue to advertise products as aimed at girls or boys in this way. Rather, companies should make it clear which skills toys promote.

In the run-up to Christmas last year, the Spanish Ministry of Consumer Protection launched a campaign against toys that allegedly corresponded to gender stereotypes. "Only toys without stereotypes give adolescents the opportunity to fully develop their potential," said the responsible minister, Alberto Garzón of the left-socialist party alliance Izquierda Unida at the time.

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