Marketing aimed at children 'guilty of stereotyping'
01/11/2007 - 13:52:56The Equality Authority says marketing aimed at children in Ireland is guilty of "thorough and pervasive gender stereotyping".
In a report published today, the authority says the advertising and design of children's products encourages boys to be active, aggressive and independent, while girls are encouraged to be dependent, nurturing and passive.
It also says the techniques used can lead to the early sexualisation of girls, and the incitement of rivalry and even violence between the genders.
The authority also says many of these stereotypes feed through into the inequalities being experienced in workplaces and in society in general.
