“First ads banned for contravening UK gender stereotyping rules”, reported the Guardian some days ago.
Two television ads, one featuring new dads bungling comically while looking after their babies and the other a woman sitting next to a pram, have become the first to be banned under new rules designed to reduce gender stereotyping.
The Advertising Standards Authority (ASA) banned the ads for Philadelphia cream cheese and Volkswagen, following complaints from the public that they perpetuated harmful stereotypes.
The new rules, introduced at the beginning of the year, ban the depiction of men and women engaged in gender-stereotypical activities to help stop “limiting how people see themselves and how others see them and the life decisions they take”.
… by limiting what they are permitted to see and making their life decisions for them.