HUMEN has created this petition to call on all brand owners, agencies and marketing authorities to take action against ads that imply a successful man must be emotionally stilted, distant, isolated or dominant over women. These are harmful stereotypes towards both men and women hiding in plain sight. Brand communications define the aspirational ideal for many men. 78% of men agree that advertising contributes to gender stereotypes, looking to ads to see what is acceptable and what displays status.

That's why we're urging you to help change this by signing our petition to call on the Advertising Standards Authority to add a 14th clause to the current 13 guidelines banning gender stereotyping. The additional clause will state:

Scenarios promoting emotionally unhealthy behaviour as an aspirational ideal. 14. An ad that implies that to be successful a man must be emotionally impervious, distant and cold, isolated, or dominant over women.

This 14th clause also marks the number of men who now take their own lives every day in the UK.

Certain portrayals in ads can play a part in damaging and limiting people’s potential. It’s in the interests of both men and women that advertisers move beyond these outdated portrayals. 

So we ask you, in partnership with NewMacho, LADBible, The Token Man and The Book of Man, to join us and sign the Clause 14 petition today.