Brands that promote stereotypes

APTAMIL

Last year a TV ad for baby milk caused controversy by showing a girl growing up to become a ballerina and a boy a scientist.

GAP

A 2016 campaign starring a boy wearing an Albert Einstein T-shirt suggested he would become an academic, while a girl would become a ‘social butterfly’.

ASDA

A Christmas TV ad in 2012 showed an exhausted mum buying presents, wrapping, decorating, writing cards and cooking – while dad and the rest of the family put their feet up and had fun.

OVEN PRIDE

In 2009 a TV ad for oven cleaner lampooned men as idiots incapable of performing simple household tasks.