Stand By LGBTQIA+ Rights During World Cup, Outvertising Urges Advertisers

As the FIFA World Cup 2022 and host nation Qatar continue to come under criticism for lack of human rights protections for migrant workers, women and LGBTQIA+ people, Outvertising has issued a statement on how brands and agencies should engage with these issues.

Off the back of the FA's rolling back of its commitments to the OneLove campaign and wider concerns around the World Cup and LGBTQIA+ inclusion, the UK ad industry's LGBTQIA+ advocacy group statement reads as follows: 

“This FIFA World Cup Qatar 2022 is a step backwards in football’s long path towards becoming an inclusive sport - with tournament host Qatar’s lack of human rights protections for migrant workers, women and LGBTQIA+ people. 

“The IPA has reported that almost half of all consumers and two-thirds of young adults have more respect for brands who address the many issues around Qatar 2022 than those who stay silent. As football fans, we would love nothing more than to be able to stick to the football, but we need brands to use their platforms to meaningfully showcase what their true inclusive values mean to themselves, their employees and their consumers. 

“Outvertising’s mission includes supporting and encouraging brands in demonstrating active allyship with the LGBTQIA+ community. We ask brand owners and agencies to stand by their LGBTQIA+ inclusive statements from just a few months ago. With the platform you have during the tournament, allyship can be demonstrated and it can be powerful. For example, we commend England sponsor Lucozade for pulling their branding. 

“Outvertising is an independent voice for LGBTQIA+ inclusion and representation within the advertising and marketing industry — we are able to advocate for queer people working in our industry. We’re asking brands and agencies to consider how their employees are feeling about their employers developing work for the World Cup. We encourage you to ask yourself how you can better the inclusivity efforts in your own organisation to support the LGBTQIA+ community. 

“Employees must not feel in any way obligated to participate in, or tacitly endorse, work relating to the World Cup. We ask anyone who is feeling pressured to do so to tell us. Employers must ensure employees do not feel outed by any such process. And if they need any support we would encourage people to reach out to the NABS (the advertising and media industry’s wellbeing charity) advice line 0800 707 6607.” 

Outvertising initiatives include the industry’s leading LGBTQIA+ mentorship programme, a calendar of social events, as well as inclusion training and guidance for brands, agencies and leaders. Existing alongside these resources is the Outvertising community — a network for LGBTQIA+ professionals and allies working in the industry.