Watchdog bans ‘harmful’ gender stereotypes in adverts

1950s stereotypical housewife uses vacuum cleaner while holding up her husband who's lying on sofa

The UK’s advertising watchdog has said it will ban “gender stereotypes that are likely to cause harm, or serious or widespread offence”.

The Committees of Advertising Practice (CAP) said harmful stereotypes in adverts “contribute to how people see themselves and their role in society”, and can hold some people back.

The ban will cover men struggling with household chores or girls being less academic than boys.

The rules come into force in June 2019.  More

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