EdTech ads have stereotypes based on gender, mothers’ roles, and physical appearance, a report by ASCI has revealed.
The Advertising Standard Council of India’s report ‘Ednext’ on advertising in the education technology sector aims to elevate communication around edtech. The study observes that advertisements played a pivotal role in shaping the choices made by parents.
News reports quoting the study have said that there is ‘a distinct bias towards maths and science as prime subjects, alongside gender imbalances and harping on stereotypes’.
The report also identifies ways to make the narratives responsible and avoid opportunistic advertising.
In recent times, ASCI has been stressing the need to make messaging and presentations in advertisements progressive, shunning gender stereotypes and roles.
Just last year, ASCI issued a fresh set of guidelines that bars objectifying any gender stereotyping. The guidelines were issued following complaints about ads flouting rules against ridiculing physical appearances and emphasizing harmful gender stereotypes.
