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UK advertising watchdog to crack down on sexist stereotypes
英國廣告監管機構將打擊帶性別歧視的刻板印象

Adverts showing a woman struggling to park a car or a man refusing to do housework while his wife cooks dinner will be banned from next year as part of an industry-wide crackdown on sexist stereotypes.
明年，描繪女性不會停車，或者男性在妻子做晚飯時拒絕做家務的廣告將被取締。這一舉措是全行業範圍內打擊性別刻板印象行動的一部分。

Under the new rules, British companies will no longer be able to create promotions that depict men and women engaged in gender-stereotypical activities, amid fears that such depictions are contributing to pay inequality and causing psychological harm.
根據新的規定，若男女參與的活動帶有性別刻板印象，英國公司將不能製作描述該內容的廣告。（廣告監管機構）擔心這種描述會在一定程度上導致男女薪酬不平等的惡化，並造成心理傷害。

The Advertising Standards Authority (ASA) will enforce the new code from June 2019. Members of the public will be able to report adverts to the regulator if they feel they breach the code.
英國廣告標準仲裁會（ASA）將會從 2019 年 6 月開始執行這一新規範。如果公眾認為廣告違反了此規範，他們可以向監管機構舉報這些違規廣告。

The ASA’s Ella Smillie, who helped to devise the new rules, said: “We don’t see ourselves as social engineers, we’re reflecting the changing standards in society. Changing ad regulation isn’t going to end gender inequality but we know advertising can reinforce harmful gender stereotypes, which can limit people’s choices or potential in life.”
協助制定新規定的 ASA 成員艾拉·斯麥麗說道：“我們不認為自己是‘社會工程師’。我們只是在反映社會中不斷變化的行為標準。改變廣告法規並不會終止男女不平等，但我們知道廣告會強化有害的性別刻板印象，而這些刻板印象會限制人們在生活中的選擇和潛能。”

She highlighted the real-world harm that resulted from gender inequality, such as the gender pay gap and the low rates of women seeking careers in science.
她強調了男女不平等造成的具體危害，比如男女之間的收入差距，以及選擇科學事業的女性比例之低。

The new rules were developed following a consultation process partly prompted by the outcry over adverts in 2015 for the slimming product Protein World, which promised to make women “beach body ready”.
新規定是經過磋商後製定的。而 2015 年，公眾對“蛋白質世界”（一種瘦身產品）廣告的強烈抗議在一定程度上推進了這個磋商的過程。這個產品號稱能讓女性“準備好去沙灘的身材”。

The rules will cover adverts in newspapers, magazines, on television, in cinema, on leaflets and on the Internet. They will apply to paid-for promoted posts by celebrities on services such as Instagram, providing the advertiser paying the social media influencer had final approval over the post.
此規定覆蓋的範圍包括報紙、雜誌、電視、影院、傳單以及網路宣傳中的廣告。條例還將適用於商家贊助的名人推廣帖子，比如釋出在 Instagram 這種網路服務平臺上的內容。規定適用的前提是，帖子內容是需要向這些社交媒體意見領袖付宣傳費的商家進行最後審批的。

—————文章來源 / 衛報

重點詞彙
crack down
嚴厲打擊，鎮壓 (crackdown n.)

sexist/ˈseksɪst/
adj. 有性別歧視的（sexist n.; sexism n.）

• Trump is a sexist. (n.)

stereotype/ˈsteriətaɪp/
n. 刻板印象, 模式化觀念

• cultural / gender / racial stereotypes

advert/ˈædvɜːrt/
n. 廣告 (advertise, v.)

• = advertisement

industry-wide/ˈɪndəstriwaɪd/
adj. 全行業範圍內

• worldwide
• nationwide

depict/dɪˈpɪkt/
v. 描繪，描畫

• = show

amid/əˈmɪd/
prep. 在…中間；在…氣氛中，在…背景下

• amid the trees
• amid rumors

code/koʊd/
n. 法規，行為準則

• code of practice

breach/briːtʃ/
v. 違反，違背

• The company accused him of breaching his contract.

devise/dɪˈvaɪz/
v. 設計，想出

• devise a method/system

reinforce/ˌriːɪnˈfɔːrs/
v. 加強，充實，使更強烈

• Some adverts reinforce the idea that women should be pretty and dumb.

real-world/ˈriːəl wɜːrld/
adj. 存在於現實世界的，真實的

consultation/ˌkɑːnslˈteɪʃn/
n. 商討，磋商（consult v.）

• The App was developed in consultation with programmers.

prompt/prɑːmpt/
v. 促使，導致

• prompt sb. to do sth.

outcry/ˈaʊtkraɪ/
n. 怒吼，強烈的抗議

• an outcry at / against sth

influencer/ˈɪnfluənsər/ 
n. 有影響力的人，意見領袖