Spain introduces new code to stop sexist stereotyping in kids’ toys adverts

Photo by Sandy Millar/

Government states new code urges companies to run ads that engender an image of pluralism and equality 

The Spanish government on Wednesday, November 30, announced imposed a new code of ethic aimed to stop toy companies from using sexist stereotypes in their advertisements.

According to a report by the Associated Press, the new code discourages companies from using stereotypes such as dolls for girls and action figures for boys during this year’s Christmas ad campaigns.

An official statement by the government in the article said, “The characterization of girls with sexual connotations will be prohibited and the exclusive association of toys with roles such as caring, domestic work or beauty with them (girls), and action, physical activity or technology with boys will be avoided,”

The statement also said the idea behind this code is to stop using colours such as blue or pink in order to differentiate products for boys and girls.

The code will go into effect on Thursday, the report said, and has been implemented after agreements between the Consumer Affairs Ministry, toy manufacturers and publicity companies. It aimed to target advertisements made for children under 15 years and especially kids under seven.

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