According to the new research, minorities, including LGBT, are still very unlikely to be shown in adverts. The Reflecting Modern Britain report reviewed the top 20 advertising spenders of 2015, and found that less than one fifth of the people featured in TV and press advertisements reflected the full diversity of British society. The research, conducted by Lloyds Banking Group, shows that there remains a lack of accurate representation of various groups in society – particularly LGBT individuals, disabled people, and single parents in mainstream advertising. Despite an estimated 1.7% of people in the UK identifying themselves as LGBT, just 0.06% of people featured in advertisements (0.06%) are visibly LGBT. Over 1 in 6 (17.9%) people in the UK have a disability, but less than one percent of people featured in ads are disabled.
The report warns: “It can be challenging for advertisers to represent certain groups such as [LGBT people] without a clear story or resorting to visual cues. The risk here is being stereotypical. When it comes to disability it’s rarely seen and when it is, this tends to be a physical disability, yet a large proportion of disabilities may not be visible, making this challenging.”