Cooking, cleaning mums will be banned in advertisements across the UK from next year, following a study which claimed traditional gender roles are “harmful and outdated”.
The decision to tighten regulation was announced by the Committees of Advertising Practice (CAP) this week, after a report published in summer identified gender stereotypes in adverts as a driver of inequality between men and women.
“Wherever they appear or are reinforced, gender stereotypes can lead to mental, physical and social harm which can limit the potential of groups and individuals,” the Advertising Standards Agency (ASA) alleged in its study.
Depictions deemed problematic include “family members creating a mess while a woman has sole responsibility for cleaning it up”, and adverts which “[suggest that] a specific activity is inappropriate for boys because it is stereotypically associated with girls, or vice-versa.”
Nanette Newman, an actress who appeared in 1980s Fairy Liquid commercials, told the Daily Mail the ban is “ridiculously over the top”. (Read more from “Depictions of Moms in Traditional Roles Banned in Ads” HERE)