Brands should do more to promote transgenderism in their TV advertisements, a report by Channel 4 has said.
Based on the views of 56 trans people, the publicly funded broadcaster urged advertisers to “normalise Transgender visibility on screen”.
The report, Mirror on Transgender People, was commissioned by Channel 4 in partnership with Wavemaker and Karo – makers of E45. In May, the skincare brand launched a controversial ad campaign celebrating sex-swap surgery.
Influence
Channel 4 claimed that “representation of transgender people within advertising is lacking” and portrayals are “commonly sensationalised”.
The report speculated that “the fear of anti-trans backlash” had led to a “noticeable decline in brands supporting and working with transgender talent at a time when it’s needed most”.
Last year, Nike was criticised after using a male social media influencer, who lives as a woman, to promote its women’s clothing range.
The global sportswear brand partnered with the controversial Dylan Mulvaney – who has been documenting his ‘transition to girlhood’ on social media – to advertise its women’s sportswear range.
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