May 23, 2018

Channel 4 offers £1m in contest for 'positive' gender ads

Channel 4 is offering £1m in free airtime for a company that comes up with an idea to change the way women are portrayed in TV adverts. The contest comes as the Advertising Standards Authority plans new rules to ban harmful gender stereotypes. Channel 4 said it was looking for "An ad that really stands out even from the positive ads we've seen before". Channel 4's Diversity in Advertising Award is run on a different theme every year in an attempt to improve representation in adverts. This years choice of the theme of gender comes two months after Channel 4 revealed it had a 24.2% median gender pay gap.

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