British Ads That Promote ‘Harmful’ Gender Stereotypes Like ‘Doting Housewife’ & ‘Lazy Man’ To Be Banned


Advertisements promoting ‘harmful’ gender stereotypes like the doting housewife and the lazy man will be banned by watchdog…

Why has it become demeaning to be a housewife? It’s one of the most meaningful jobs a woman can have. It is not easy either and I have great respect for those who give their all to look after their family. 

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Advertising watchdogs are to ban ‘harmful’ gender stereotypes from TV commercials.

Gone will be the traditional, and largely out-dated, view of the housewife.

And companies will not be able to suggest men are lazy or useless when it comes to doing what used to be considered typically female roles, such as changing a nappy.

The move aims to avoid pigeon-holing boys and girls at a young age in terms of how they should look and their interests.

It follows a review that found gender stereotypes could restrict the choices, aspirations and opportunities of children, teenagers and adults.

Also banned under the new regime will be stereotypes which depict boys as daring and girls as caring.

The proposals have been agreed by the Committee on Advertising Practice (CAP) and will also outlaw depictions that suggest people may not be successful in love or life because they do not have what is considered an ideal physique.

The industry watchdog has issued guidance for companies and advertisers on how the ban, coming into effect in June, should be applied.

Many brands such as Unilever have already taken voluntary measures to end gender stereotyping.

For example, the firm changed its Lynx deodorant commercials which, in the past, featured women in bikinis hunting down young men.

Historically, the company’s food brand Knorr TV adverts showed a mother and daughter in the kitchen, but more recently they featured a father and son. More

What has been outlawed?

  • Men with their feet up and families making a mess while a woman is solely responsible for cleaning up
  • Anyone failing at a task because of their gender, such as a woman parking a car or a man hanging out the washing
  • Making out all boys are daring and girls are caring
  • Belittling men who do stereotypically ‘female’ roles such as cooking
  • Suggestions that not having an ideal physique causes failure in life or love
  • Suggesting new mothers should prioritize looking attractive or keeping a home pristine over factors such as their wellbeing
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