Sexist adverts to come under scrutiny – BBC News

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Advertisements that show men failing at simple household tasks and women left to clean up are set to be banned by the UK advertising watchdog.
The Advertising Standards Authority will crack down on ads that feature stereotypical gender roles.
Ads that mock people for not conforming to gender types or reinforce gender roles had “costs for individuals, the economy and society”, the ASA said.
As a result new rules will be drawn up that will take effect next year.
The ASA said it had decided to conduct a review following the public’s reaction to the “beach body ready” advertising campaign in 2015. It prompted a wave of complaints for showing a bikini-clad model in an advertisement for a slimming product, which critics said was socially irresponsible.
In the past the ASA has banned ads on grounds of objectification, inappropriate sexualisation, and for suggesting it is desirable for young women to be unhealthily thin.
But in several instances the regulator had received complaints about ads that featured sexist stereotypes or mocked people who didn’t follow traditional roles, which it had not investigated or ruled against, because they were not in breach of the current guidelines.

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