Advertising that uses potentially harmful gender stereotypes such as mothers cleaning up after the family alone or fathers failing at simple household tasks is to be banned next year, the regulator has announced.
The decision by the Committees of Advertising Practice follows a review earlier this year which found that some advertising could reinforce harmful gender stereotypes, which in turn could restrict the choices, aspirations and opportunities of children, young people and adults.
The Advertising Standards Authority’s review found certain types of depictions were likely to be “problematic”, such as a woman having sole responsibility for cleaning up her family’s mess or a man trying and failing to undertake simple parental tasks.
Campaigns that suggest a specific activity is inappropriate for boys because it is stereotypically associated with girls and vice versa are also likely to be banned.
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