Ads that portray the stereotype of men being bad at housework will be banned

Adverts that perpetuate gender stereotypes — including men failing to undertake simple household tasks — are to be banned under new regulations proposed by industry watchdog the Advertising Standards Agency (ASA).

The new regulations put forth by the ASA will crack down on ads that portray activities as specific to one particular gender and ads that mock people for not conforming to gender stereotypes. The new measures intend to address the “potential for harm or offence” arising from gender stereotyping in ads. 

The report says “new standards are not intended to ban all forms of gender stereotypes” and that it would be “inappropriate and unrealistic” to prevent ads from depicting a woman cleaning or a man doing DIY. But, the standard would apply to ads featuring “problematic” stereotyping that “can potentially cause harm.”  Read more…

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