Who: The Advertising Standards Authority (ASA) and Linyixiansanrenwangluokejiyouxiangongsi t/a IDJRDDF
Where: United Kingdom
When: 27 May 2026
Law stated as at: 15 June 2026
What happened
A product listing for a radiator shelf featured an image carousel with a slide stating “EASY TO INSTALL”, accompanied by the text “Girls can also install it easily”.
A complainant challenged whether the ad reinforced harmful gender stereotypes by suggesting that women were less skilled than men at DIY tasks.
In response, IDJRDDF said that the ad was not intended to refer to gender stereotypes and that it had simply intended to show that the product was easy for beginners to use.
The ASA upheld the complaint. It considered rules 4.1 and 4.9 of the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code). Rule 4.1 states that marketing communications must not contain anything that is likely to cause serious or widespread offence, and that particular care must be taken to avoid causing offence on the grounds of gender. Rule 4.9 forbids marketing communications that include gender stereotypes likely to cause harm or serious or widespread offence. The ASA also considered the joint CAP and the Broadcast Committee of Advertising Practice (BCAP) guidance on depicting gender stereotypes, which states that gender-stereotypical roles include jobs or positions typically associated with a specific gender, while gender-stereotypical characteristics include attributes or behaviours often associated with a specific gender.
The ASA interpreted the word “girls” as referring to women more broadly, rather than exclusively to children. It understood that there has been a long-established negative stereotype that women are less competent than men at DIY and home installation tasks, and considered that the phrase “Girls can also install it easily” would create the impression that installation was typically a male responsibility and that it would be surprising for a girl or woman to carry out such a task. Therefore, within the context of the ad, the ASA held that the wording would likely be understood by consumers as a commentary on women’s competence at carrying out DIY tasks compared with men, and that it implied the task of installing the shelves would ordinarily be undertaken by men.
The ASA concluded that the ad breached the CAP Code as it included a gender stereotype that was likely to cause harm and serious offence.
Why this matters
This ruling highlights that businesses need to think carefully before producing ads that feature or compare male and female stereotypical roles or characteristics.
Marketers should carefully scrutinise the implications of their chosen wording and, where there is any doubt, consult the joint CAP and BCAP guidance on depicting gender stereotypes likely to cause harm or serious or widespread offence.
