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"Harmful and sexist" TV adverts are banned 14/12/2018 Daily Mail
Advertising watchdogs are to ban 'harmful' gender stereotypes from TV commercials.
Gone will be the traditional, and largerly out-dated, view of the housewife. And companies will not be able to suggest men are lazy or useless when it comes to doing what used to be considered typically female roles, such as changing a nappy.
The move aims to avoid pigeonholing boys and girls at a young age in terms of how they look and their interests. It follows a review that found gender stereotypes could restrict the choices, aspirations and opportunities of children, teenagers and adults.
Also banned under the new regime will be sterotypes which depict boys as daring and girls as caring.
The proposals have been agreed by the Committee on Advertising Practice (CAP) and will also outlaw depictions that suggest people may not be successful in love or life because they do not have what is considered an ideal physique.
The industry watchdog has issued guidance for companies and advertisers on how the ban, coming into effect in June, should be applied.
A few years ago, ASDA was criticised over a Christmas TV ad that showed a mother doing all the work, buying presents and making the dinner, while everyone else relaxed and had fun.
The watchdog said "The rule and guidance does not intend to prevent ads from featuring glamorous, attractive, successfulm aspirational or healthy people or lifestyles." And it said companies will be allowed to use gender stereotypes as a means to challenge their negative effects.
Coupal, said "Harmful gender stereotypes have no place in UK advertisements. Nearly all advertisers know this, but for those that don't, our new rule calls time on stereotypes that hold back people and society."
Ella Smilles, who led the CAP's investigation into gender sterotyping, said ' Harmful gender sterotypes in ads contribute to how people see themselves and thier role in society. They can hold back from fulfilling thier potencial , or from aspiring to certain jobs for individuals and the economy."