The initiative, “Give Stereotypes the Boot”, was launched at the Town Hall Theatre in Galway on 31 October, as part of a strategy to challenge the stereotyping of groups and individuals on grounds of gender, race, sexual orientation, religious affiliation, age, disability, marital status or membership of the Travelling community.

Speaking at the launch, Niall Crowley, chief executive of the Inequality Authority, criticised advertisements aimed at children which typecast genders.

“Children’s ads portray girls as passive and nurturing, while boys are seen as aggressive. Gender stereotypes are communicated to children through the language and imagery. Ultimately, this stereotyping leads to inequality between men and women.”

Mr Crowley said booklets outlining the new guidelines would be issued in the coming months to schools, service providers, employers, media organisations and advertising agencies. (Source: Irish Times)