A forthcoming California law effective January 1, 2024, will impose fines on stores failing to adhere to progressive gender ideology. The legislation mandates that stores selling children’s items must establish a gender-neutral section.

The law, applicable to companies with a minimum of 500 employees across multiple locations, stipulates the display of children’s items and toys, irrespective of traditional gender marketing. Failure to comply may result in civil penalties, with initial offenses incurring a $250 charge, followed by $500 fines for subsequent violations. The law’s text outlines these provisions.

“Unjustified differences in similar products that are traditionally marketed either for girls or for boys can be more easily identified by the consumer if similar items are displayed closer to one another in one, undivided area of the retail sales floor.

“Keeping similar items that are traditionally marketed either for girls or for boys separated makes it more difficult for the consumer to compare the products and incorrectly implies that their use by one gender is inappropriate.”

California Governor Gavin Newsom, a Democrat, has signed several bills related to gender ideology this year. Among them is a requirement for the State Department to develop “LGBTQ cultural competency training” by July 1, 2025. Additionally, another bill mandates the establishment of an advisory task force to identify policies aiding LGBTQ students. Some bills aimed to “support LGBTQ+ youth” by compelling schools to permit males’ access to female bathrooms and locker rooms.

“California is proud to have some of the most robust laws in the nation when it comes to protecting and supporting our LGBTQ+ community, and we’re committed to the ongoing work to create safer, more inclusive spaces for all Californians,” Newsom said in a September press release.

“These measures will help protect vulnerable youth, promote acceptance, and create more supportive environments in our schools and communities,” he added.