The U.K. has banned advertising that its Advertising Standards Authority deems a “harmful” gender stereotype or inclined to elicit “widespread offense.”
Officials with the ASA will prohibit, for instance, humorous ads that feature bad female drivers or scenes in which a woman does household chores for a self-satisfied man, BBC reported Friday.
“Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us,” said Guy Parker, SA chief executive. “Put simply, we found that some portrayals in ads can, over time, play a part in limiting people’s potential.”
The government body added that such ads play one part in creating “unequal gender outcomes.”
“Adverts which show a man or a woman failing at a task because of their gender,” are also prohibited, BBC reported, along with ads “aimed at new mothers which suggest that looking good or keeping a home tidy is more important than emotional well-being. “
Regulators will look at complaints on a “case-by-case” basis.
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