Spain said on Wednesday it is adopting a new code of ethics to prevent toy makers from using sexist stereotypes such as dolls for girls and figurines for boys in advertising starting with the Christmas season.
The government said in a statement that the new “self-regulatory” code calls on companies to post ads that project an image of pluralism and equality, free from stereotypes.
“Characterization of girls with sexual connotations will be prohibited, and exclusive association of toys with roles such as grooming, housework or beauty with them (girls) and action, physical activity or technology with boys will be avoided,” the statement said. .
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Pink dolls are displayed in a toy store on November 16, 2021 in Madrid, Spain.
(Eduardo Parra/Europa Press via Getty Images)
The idea is that companies will no longer use colors such as blue or pink to label products aimed at boys and girls, the government said.
The Code results from an agreement between the Ministry of Consumer Affairs, toy manufacturers and advertising campaigns in April.
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The code, which updates another from 2005, takes effect on Thursday. It is aimed at advertising aimed at children under 15 and especially children up to seven years old.
Other European countries have similar codes.
