Likewise, it recommends using information that contemplates the diversity of gender identifications, ensuring that it is written with inclusive language; and within the framework of the implementation of specific instruments, such as the Sizes Law, that particular information is clearly provided on sizes in the clothing and footwear sectors.
It aims to avoid the use of nouns related to gender stereotypes, such as princesses, champions, ladies, gentlemen; and that the labeling should not include information on biological traits or characteristics relating them to a specific gender.
The guide also proposes refraining from reproducing beauty messages or stereotypes that promote risky health practices.
In this sense, it indicates that the information and promotion of the product or service should not stimulate or suggest practices that may put health at risk; and you must avoid associating certain biological characteristics with pain, shame, discomfort, fear and similar feelings or sensations and attribute them to a specific gender, as in products intended for menstrual management.
In another order, consider that advertisements should present people in different roles, tasks or activities, regardless of their bodily or biological characteristics.
Thus he proposes to show people of all genders performing tasks of care, upbringing, cleaning, hygiene, feeding; make visible situations in which women and LGTBIQ + people participate in work, sports or night spaces; and promote diverse role models in which both men and women are in charge of work outside and inside the home.
Also, postulate not promoting products intended for women seeking to perfect their bodies according to hegemonic models of beauty that may be detrimental to your health; and remarks that there are no reasons to assign people of different genders to certain physical problems, such as, for example, that any person, regardless of gender, can suffer from constipation, muscle aches or a hangover due to alcohol intake.
In the same way, it states that it is necessary to represent all family models: single parents, with two mothers, with two fathers, couples without sons or daughters; represent social diversity in advertising pieces; and contribute to elimination of stereotypes that present women as objects of sexual attraction, especially when the situation is not related to the product itself.
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