If a few weeks ago the Ministry of Consumer Affairs presented a decree law to regulate the publicity of the game, now announces that it will also review the regulation of toy ads "to avoid sexist content."

This was stated in a statement the department directed by Alberto Garzón, who says he will regulate "the content of games and toys advertising aimed at girls, boys and adolescents so that sexist messages are eliminated."

Toy ads often represent a stereotyped image of both boys and girls. The sample is that recently the Carrefour supermarket chain was forced to withdraw some sexist carnival costumes that it sold on its website after criticism received on social networks. The costumes represented nurses, police ... but these professionals came out in a miniskirt and with a low cut.

It is just an example and, therefore, the ministry understands that advertising messages for children's products "should not show gender bias in the presentation they make of children."

Advertising Law

To do this, they will develop the current advertising regulation so that commercial communications motivate purchasing decisions that do not reproduce discriminatory roles in children's play. Of course, they have not yet advanced what measures they study to achieve it.

According to the Andalusian Audiovisual Council, 54% of games and toys ads reproduce sexist and discriminatory stereotypes . "In childhood, the game is a socializing element of the first order, a key vehicle in the transmission of symbolic contents that make up the identity and the value system," said the Ministry.

From the ministry they study the formula "to prevent the appearance of messages that contribute to the early sexualization of girls". It is about preventing girls "from appearing in commercial communication with a hypersexuated presence, such as sex objects made up and dressed as adults or in seductive poses."

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