‘Harmful’ gender stereotypes are banned in British adverts

Adverts that perpetuate harmful gender stereotypes, such as men struggling with household chores or girls being less academic than boys, will be banned from today.

The advertising watchdog said that the new rules did not mean a ban on all gender stereotypes, only those likely to cause harm or serious or widespread offence.

Scenarios likely to be problematic would include a man with his feet up while a woman takes sole responsibility for cleaning up a family’s mess or a woman unable to park a car. However, adverts that depict women cleaning or men doing DIY will still be considered acceptable.

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