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PUT A LID ON IT VITAMIN EH UNNATURAL SELECTION FALLING FLAT
How many of those pills did the copywriters knock back before they came up with that obnoxious 30s tagline for Kellogg’s vitamins? Samsung seemed to suggest blokes who watched their TVs were Neanderthal – but they’re a lot smarter now EQUALITIES groups have welcomed moves by the Advertising Standards Authority to crack down on sexist stereotypes that paint an unrealistic view of modern life.
Commercials depicting ditzy dads and perfect housewives are to be confined to the history books in new moves by the advertising watchdog.
The ASA said stereotypes such as women being more proficient in childcare and men being naturals at DIY are “damaging and unhelpful”.
Alys Mumford, of Scots feminist organisation Engender, said some adverts can be detrimental in the fight for equality.
She said: “We know that ads which depict men and women in certain ways can reinforce gender biases and undermine efforts for women’s economic and cultural equality, as well as perpetuating damaging myths about men and boys.”
The crackdown follows a barrage of complaints by British consumers about a 2015 campaign by Protein World for weight-loss products which featured a bikini-clad model with the tag line: “Are you beach body ready?”
The ad, which ran on posters on the London Underground network, is no longer in circulation.
An Asda advert showing a mum carrying out all the Christmas chores drew 600 complaints.
Last week, Mothercare were slated for using pictures of young girls dressed like 50s housewives in a campaign for toy irons and vacuum cleaners.
ASA chief Guy Parker said toughening up rules can help fight inequality.
But Nanette Newman, star of the 1970s Fairy Liquid ads, claimed women are naturally more domesticated and asked: “Why shouldn’t that be advertised?”
Here’s some old shockers...