Spain bans gender-based toy advertising in new code

Spain has implemented a new advertising code for toys, effective December 1, 2023, that prohibits gender stereotypes and the distinction between toys for boys and girls. Signed by the Ministry of Consumer Affairs, the Spanish Association of Toy Manufacturers (AEFJ), and the Association for Self-Regulation of Commercial Communication (Autocontrol), the 64-point document targets advertising aimed at minors under 15. Key provisions include banning ads that associate toys with care, domestic work, or beauty for girls, and experimentation, physical activity, or technology for boys. The code also forbids sexualized images of girls, encourages inclusive color palettes, and prohibits language or scenes that promote discrimination, violence, or bullying. A supporting TV and web spot features toys themselves advocating for gender equality, ending with the slogan 'Playing has no gender.' The code is self-regulatory, not a law with sanctions, but represents a significant step toward egalitarian and inclusive advertising in Spain.