Cannes Lions jury guidelines updated to tackle inequality in ads

Changes are part of collaboration with Unstereotype Alliance.

Cannes Lions: introduced objectification criteria in 2017
Cannes Lions: introduced objectification criteria in 2017

The Cannes Lions International Festival of Creativity has updated its jury guidelines to ensure the work entered does not contain negative stereotypes or inequalities.

Judges will be asked to check if the work "represents deep-rooted stereotypical portrayals of gender, age, race, ethnicity, disability or other biases".

It builds on the introduction in 2017 of the objectification criteria, which encouraged jury members to consider how they would feel if they were the person portrayed in an ad.

The latest guidelines are part of a collaboration between Cannes Lions and the Unstereotype Alliance, which aims to address the portrayal and endurance of harmful stereotypes in advertising and content.

Philip Thomas, chairman of Cannes Lions, said: "The Lions each year act as a benchmark for the global creative community, and it is more important than ever for our industry to showcase and champion inclusive, empowering, forward-thinking ideas.

"As consumers demand more of brands and businesses, these guidelines will, we hope, help to ensure that the work honoured at Cannes Lions is admired not only for its creative brilliance, but for its reflection of the world as a place of equality and tolerance."

The 2019 Cannes Lions festival takes place between 17 and 21 June.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

MEDIA

Heard radio's good news story?

AGENCY

Ogilvy: The real apprentice experience

Things that make me go OOH