The Canadian Radio-television and Telecommunications Commission (CRTC) originally developed its Sex-Role Stereotyping Guidelines in 1981, through its Task Force on Sex-Role Stereotyping in the Broadcast Media. Advertising Standards Canada (ASC) subsequently accepted responsibility for administering the guidelines on behalf of the advertising industry. In 1993, ASC revised the CRTC’s original guidelines, and renamed them Gender Portrayal Guidelines.

The purpose of these guidelines is to encourage advertisers to create positive images of both women and men in their advertising messages, and to eliminate systemic discrimination based on gender. The guidelines provide direction to advertisers in portraying women and men in the following areas:

• Authority
• Decision-Making
• Sexuality
• Violence
• Diversity
• Language

Consumers with complaints about advertising content that they feel contravenes the Gender Portrayal Guidelines are referred to the ASC’s national or regional Consumer Response Councils (or Advisory Panels) on Gender Portrayal. These independent bodies, composed of senior industry and public representatives, meet regularly to address consumers’ concerns about specific advertisements.

To submit a complaint, consumers can use the form on the ASC Web site (see right sidebar).

Gender Portrayal Guidelines (Full Text)