Scottish government launches campaign urging boys not to share sexist content

The Scottish Government has launched a new advertising campaign urging boys and young men to avoid sharing misogynistic content online, with the unequivocal message: "sexist content is never harmless". The initiative encourages critical thought before engaging with such material.

One video clip shows a boy watching content on his phone, as a voiceover states, "sexist content is never harmless, it hurts girls in real life – including the ones you know". Emojis on his screen transform into the face of an upset girl, mirroring the person beside him, illustrating real-world impact.

The five-week campaign runs on Instagram, Snapchat, Twitch, YouTube, and outdoor advertising.

First Minister John Swinney said: "Social media plays a significant role in most young people’s lives, and the rise of online misogyny means that young boys and men are often seeing harmful, sexist content, even when they have not been searching for it. This is deeply concerning, particularly given that so many of these young audiences may be easily influenced.

“Our campaign is designed to make boys and young men aware of the impact of sexist content on social media and how interacting with that can harm the women and girls they know in the real world – including their sisters, friends and classmates. By choosing not to like, share or comment on sexist content online, boys and men can help stop it spreading."

Mr Swinney said ministers will do "everything we can" to eradicate violence against women and girls.

Rebekah MacLeod, project lead for White Ribbon Scotland, which tackles violence against women and girls, said: "Everyone has a role to play in ending violence against women and girls, but especially men and boys. There is often a disconnect in understanding of how the content that young people consume and share online impacts upon how they see, speak to, and treat the women and girls around them.

“In an online world shaped by algorithms and increasingly divisive and dangerous narratives, harmful attitudes can be normalised, reinforced, and rewarded at speed and scale. We cannot emphasise just how important this campaign is. This campaign empowers men and boys to understand that they play a powerful role by choosing not to engage or share this harmful content."