GCC association tackles gender stereotypes in ads and advertising to children

The Advertising Business Group (ABG) welcomed a new board and re-elected Sanjiv Kakkar, EVP of Unilever MENA, Turkey, Russia, Ukraine and Belarus, as chairman of the association.

At their AGM, Sanjiv updated ABG members on the association’s progress the past year and 2018 priorities. One key priority he outlined is addressing gender stereotypes in advertising in the Gulf region. ABG has plans to commission local research on the matter, as well as adopt and apply the Code of Principles set out by the Unstereotype Alliance.


Another key priority for the association is addressing advertising to children. ABG members present at the meeting endorsed the GCC Food & Beverage Alliance’s “Pledge on Responsible Marketing to Children” introduced in 2009. Signatories include Ferrero, General Mills, Kellogg Company, Mars, Mondelēz, Nestlé, PepsiCo, The Coca-Cola Company and Unilever. ABG has plans to develop this voluntary commitment into an industry code for the Gulf region, as well as promote it to the wider advertising industry by organising trainings and online courses.

“Gender parity and children’s health are two topics that advertisers must address in a positive fashion, especially given what is happening in the Gulf,” said Sanjiv.

ABG’s new board consists of:

• Sanjiv Kakkar, Unilever (Chair)

• Elda Choucair, PHD (Vice Chair)

• Daniele Calderoni, Mars (Professional & Knowledge Development Officer)

• Julien Cordahi, Choueiri Group (Legal Officer)

• Alex Malouf, P&G (Membership Development)

• Marie de Ducla, Google (Treasurer)

• Priya Sarma, Unilever (Communications Officer)

For more information, please contact ABG.