“Sexist” adverts will be banned next year under a crackdown on damaging gender stereotyping.
The Committee of Advertising Practice rules will target oft-complained-about themes such as women doing all the housework and being bad at parking.
And men will no longer be portrayed as useless in the home or solely in charge of DIY.
The shake-up comes after the Advertising Standards Authority found stereotyping can be harmful to viewers.
The once iconic Milk Tray ads, catchphrase “All because the lady loves…”, would fall foul of the rules, effective from June.
And more recently, a campaign by Aptamil caused outrage by showing two baby boys growing up to be a mountaineer and engineer – while a baby girl was a ballerina.
CAP’s Ella Smillie said: “Gender stereotypes in ads contribute to how people see themselves and their role in society.
“They can hold some people back from fulfilling their potential, or aspiring to certain jobs.”
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