Spain moves to end gender stereotypes in toy advertising

The Spanish government and toy manufacturers on Wednesday agreed a new code of conduct which among other things prohibits the reinforcement of gender stereotypes in toy advertising.

The new "self-regulatory code", which will come into force on 1 December, comprises 64 ethical standards including a ban on the sexualised representation of little girls and on distinguishing between toys for boys and girls.

"[Toy advertisements will be] more egalitarian, truthful and constructive, fundamental aspects for the protection and development of childhood," Minister of Consumer Affairs Alberto Garzón said at a signing ceremony for the agreement.

By signing the code, the toy sector agrees to avoid associating toys with stereotypical gender roles, for example, of care, domestic work or beauty with girls, and of action, physical activity or technology with boys," the Ministry of Consumer Affairs said in a statement.

"The messages we give girls and boys are messages we give them about their futures, we are telling them we are expecting from them these types of behaviours in the future," Garzón said.

The politician, already known for banning confectionery advertising aimed at children and calling on Spaniards to eat less meat, had launched an initiative to combat sexist toys for children last year.