One of the main “obsessions” of Unidas Podemos, especially since its arrival in the Spanish government together with the PSOE, is the feminist “struggle” of Irene Montero, which has spread to most of the ministries led by the purples. Even to the Ministry of Consumers which, despite its constant controversies, has not hesitated to defend its need advertising on children’s toys meets a certain “code of ethics” established by their department. A code, similar to the one stipulated by Irene Montero at the Ministry of Equality which, however, seems to include in Spanish society an unprecedented problem in the advertising and marketing sector.
Equality has become United We Can’s main “project” since its arrival in the coalition government with the PSOE. Something that has not gone unnoticed, especially with the actions of the Minister for Equal Opportunities, Irene Montero, who has not hesitated to try and implement projects such as the Trans Law or what is known as the “Law of only yes is yes”despite the evident opposition, not only from the opposition parties, but also from some of the main feminist associations in the country, which do not accept the rules drawn up by Minister Podemita.
Irene Montero, however, was not the only one within the national executive who did not hesitate to take advantage of the feminist “shoot” for her ministerial speech. Thus, the always controversial minister of consumption, Alberto Garzone, seems to have “internalized” this theme within the strategy of his department. In particular, through responsible consumption messages that have been designed in your ministry with a view to Christmas 2022.
ALBERTO GARZÓN PROHIBITS “MACHISTA” ADVERTISING.
Christmas in Spain will be very different. At least, for the little ones in the house, when they seek their targets for the letter of the Magi. And it is that, as of this December 1, “sexist” advertisements, in which the image of girls is linked to toy products such as kitchens or dolls, are strictly prohibited.
A ban that comes from the hand of the ministry of Alberto Garzón, after the agreement reached by the leader of Izquierda Unida last April with the Spanish Association of Toy Manufacturers and Self-Control. Agreement that focused on the limits of toy advertising, as a method to “avoid prejudice and gender roles” among the little ones.
Therefore, the minister of Izquierda Unida, through a code of ethics of 64 rules, seeks to “promote and encourage a plural, egalitarian and stereotype-free image of minors” in the case of children’s toy advertising. An image “in the plural” which, as the minister assures, will end with the “sexual connotations” of toys such as kitchens or dollhouses, which for Garzón supposes “discriminatory and vexatious”.
In short, a regulation imposed by the minister, a few days after the celebration of Santa Claus or the Three Kings, which will prevent brands and merchants from giving explicit or implicit indications on the sex for which these toys should be used; do not use “differentiating” colors (such as pink or blue)always trying to use the famous “inclusive language” defended tooth and nail by United We Can.
A PROBLEM THAT DIDN’T EXIST IN THE 90’S
A problem that seems to “obsess” United We Can, to the point of having made it one of the main discourses within the national government. Toy sexuality problem e the “macho” bent. of the same which, however, does not seem to have excessive foundation. At least, for the little ones in the house, and for those companies that have historically been involved in producing these entertainments for children.
Therefore, as verified by Moncloa.com, theIt is true that many advertisements and advertisements for these products, dating back to the 80s and 90s, do not differentiate between toys for boys or girls. So much so that minors of both sexes appear in advertisements “forbidden” by Alberto Garzón such as dollhouses, playmobils, kitchen objects, or even the famous “Famosa” dolls. Similarly, these ads feature girls in “boy” toys, with professions such as doctors or mechanics.
Examples of advertisements for these children’s toys from the last 30 to 40 years that seem to belie United We Can’s discourse about toy sexism. And that, above all, they have put the Minister of Consumption back in the spotlight, which, once again, seems to have been “betrayed” by his own advertising campaigns. Some campaigns which, however, will mark the long-awaited Christmas of 2022, this time, finally, without restrictions after the coronavirus pandemic, while maintaining the “equality pandemic” promoted by the podemic sector of the national government.
