Spain said on Wednesday it is enacting a new code of ethics to discourage toymakers from using sexist stereotypes such as dolls for girls and action figures for boys in advertisements when the holiday season begins.
A government statement said the new “self-regulation” code encourages companies to run ads that create an image of pluralism and equality, free of stereotypes.
“The characterization of girls with sexual connotations will be prohibited and the exclusive association of toys with roles of care, 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 displayed in a toy store on November 16, 2021 in Madrid, Spain.
(Eduardo Parra/Europa Press via Getty Images)
The idea is that companies no longer use colors such as blue or pink to indicate products intended for boys or girls, the government said.
The code follows an agreement between the Ministry of Consumer Affairs, toymakers and advertising companies in April.
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The code, which updates another from 2005, goes into effect Thursday. It is aimed at advertising directed at children under the age of 15 and especially at children under the age of seven.
Other European countries have similar codes.
