Canadian Advertising Foundation's Guidelines Relating to Pornography
The following are excerpts from the voluntary Canadian Advertising Foundation Gender Portrayal Guidelines relating to pornography.
Sexuality
- Advertising should avoid the inappropriate use or exploitation of sexuality of both women and men.
Comment
Exploitation is interpreted as a presentation in which sexuality is on display merely for the gratification of others. When sexuality is relevant to the product being advertised or is part of the creative scenario, it should be treated with sensitivity and respect for the individual(s).
- Advertising must avoid the exploitation of nudity and the irrelevant segmentation of body parts.
- Boys and girls under 16 must not be portrayed as displaying adult sexual characteristics. Adult women must not be portrayed as girls or with childlike characteristics while maintaining adult sexual characteristics.
- Social and sexual interactions must portray women and men as equals and must not reinforce stereotypes, such as male dominant/female submissive.
- Using or displaying a woman's sexuality in order to sell a product that has no relation to sexuality is, by definition, sexually exploitative.
- Advertising must not portray sexual harassment as acceptable or normal, and should avoid representing women as prey or objects of uncontrolled desire.
Violence
- Neither sex should be portrayed as exerting domination over the other by means of overt or implied threats, or actual force.
Comment
Men and women should be portrayed equally as in control of their person and their surroundings. Images and texts which imply domination, aggression, or violence, or enjoyment of the same, should not be used.
