LONDON (AP) — Britain’s advertising watchdog says commercials depicting hapless husbands and housework-burdened moms may be bad for the nation’s health.
The Advertising Standards Authority said Tuesday it would impose tighter regulation on what it called harmful gender stereotyping.
The regulator said a “tougher line” is needed on ads that feature stereotypical gender roles, including those which mock people for not conforming. Such ads restrict “the choices, aspirations and opportunities of children, young people and adults,” it said.
The watchdog, which has previously banned ads for suggesting it was desirable for young women to be unhealthily thin, said it won’t ban all stereotypes, such as women cleaning or men doing home improvement jobs.