Canadian Advertising Foundation (CAF) Gender Portrayal Guidelines
GUIDELINE CLAUSES
1. Authority
Advertising should strive to provide an equal representation of women and men in roles of authority both for the characters within the actual advertising scenario and when representing the advertiser through announcers, voice-overs, experts and on-camera authorities.
2. Decision-Making
Women and men should be portrayed equally as single decision-makers for all purchases including big-ticket items. Where joint decision-making is reflected, men and women should be portrayed as equal participants in the decision-making process whether in the workplace or at home.
3. Sexuality
Advertising should avoid the inappropriate use or exploitation of sexuality of both women and men.
4. Violence
Neither sex should be portrayed as exerting domination over the other by means of overt or implied threats, or actual force.
5. Diversity
Advertising should portray both women and men in the full spectrum of diversity and as equally competent in a wide range of activities both inside and outside the home.
6. Language
Advertising should avoid language that misrepresents, offends or excludes women or men.
