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Pine O Cleen’s ‘Put time back in your day’ advert.
![codevision 2.04 codevision 2.04](https://i.ytimg.com/vi/E70Ijj2Eb3g/maxresdefault.jpg)
Sexualised and stereotyped: why Australian advertising is stuck in a sexist past
#Codevision 2.04 code
The new code makes a number of welcome improvements, replacing a code much criticised for its laxity in allowing adverts that reinforced gender stereotypes and exploited sexualised imagery for commercial gain. It is used to adjudicate complaints about advertising (by AdStandards, formerly known as the Advertising Standards Bureau).
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It sets guidelines for “all advertising or marketing communication under the reasonable control of the advertiser”. The Australian Association of National Advertisers’ code of ethics is a central part of the self-regulatory model that governs advertising standards in Australia. But it leaves a big loophole for commercialising sexualised imagery through social influencers. It acknowledges, for the first time, advertisers’ responsibility to avoid harm to consumers and society. It has much improved on guidelines for gender representations in traditional advertising. It does a less adequate job with the other. The new code of ethics for Australian advertisers, which came into effect on February 1, addresses one of these problems – lack of transparency in disclosing financial deals.