Men bungling chores face sexism ban from adverts

ADVERTS that portray “harmful gender stereotypes” such as men struggling with household chores are to be banned.

Scenarios likely to be “problematic” include depictions of a man or a woman failing to achieve a task specifically because of their gender.

Footage of a male struggling to change a nappy or a female being unable to carry out DIY tasks could cause offence, the Committee of Advertising Practice said.

The new ruling comes into effect in June, the regulator announced.

Advertisers will also have to tread carefully when contrasting personalities of boys and girls, or if they belittle a man for carrying out stereotypically “female” roles or tasks.

Harmful

The rule follows a review which found that some campaigns could reinforce harmful stereotypes, which in turn could restrict people’s choices, aspirations and opportunities and “contribute to how people see themselves and their role in society”.

It will not ban all gender stereotypes in however.

The CAP said the evidence from the review did not show that gender stereotypes were always problematic or that the use of seriously offensive or potentially harmful stereotypes in advertising forms of advertising was endemic. It said that the aim of the new rule was therefore to identify specific harm that should be prevented rather than banning gender stereotypes outright.

The Advertising Standards Authority already applies rules on offence and social responsibility to ban ads which include gender stereotypes on grounds of objectification, inappropriate sexualisation and depiction of unhealthily thin body images.

Ella Smillie, of the CAP, said: “The evidence we published last year showed that harmful 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 from aspiring to certain jobs and industries, bringing costs for individuals and the economy.”

CAP director Shahriar Coupal added: “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 stereo-types that hold back people and society.”

The regulator will carry out a 12-month review after the new rule comes into force on June 19 to make sure it is working properly.