These guidelines will encourage the creation and use of authentic, diverse imagery and videography by the media, advertising industries and more which accurately represent the community.

"Imagery that focuses on the everyday moments of LGBTQIA+ people's lives is essential in demonstrating that LGBTQIA+ people are visible and valuable members of society," Sarah Kate Ellis, President and CEO of GLAAD says. "This partnership with Getty Images will help to create global content depicting LGBTQIA+ people as everyone should be—namely, as dynamic, multi-dimensional, and authentic."

This collaboration comes on the heels of Transgender Awareness Week (13-20 November), and soon Getty and GLAAD will create similar guidelines around the representation of gay, lesbian and bisexual people.

"Trans people, by and large, simply don’t exist in the world of advertising and commercial imagery, and together, we’re seeking to thoughtfully fill that void," Guy Merrill, Global Head Of Art at Getty Images/iStock says.

"This partnership with GLAAD is a commitment to challenge stereotypes, tell stories that haven't been told before and more specifically guide our customers to true inclusivity in imagery beyond pride messaging and rainbows only one month of the year."

Global customer searches on Getty and iStock for 'Transgender' have increased year-over-year by 129 per cent.