Adverts that reinforce ‘harmful gender stereotypes’ could be banned under new guidelines

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ADS that portray harmful gender stereotypes such as a woman struggling to park a car or a man unable to change a nappy could be banned under new rules.

The Advertising Standards Authority wants stronger regulation of campaigns. A consultation will run to July 26.

 Adverts that reinforce harmful gender stereotypes could be banned under new guidelines Adverts that reinforce harmful gender stereotypes could be banned under new guidelines

The new rule – that ads must not include gender stereotypes which are likely to cause harm or serious or widespread offence – is up for public consultation from Wednesday.

It follows a review which found that some campaigns could reinforce harmful stereotypes, which in turn could restrict people's choices, aspirations and opportunities.

Under the change, ads that depict a woman as having sole responsibility for cleaning up household mess or show men or women failing at tasks because of their gender are "likely to be problematic", the Committees of Advertising Practice (Cap) said.

Advertisers will also have to exercise caution when using physical stereotypes associated with gender and should not use scenes that belittle men for carrying out stereotypically female roles or tasks.

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