Hapless husbands and housework-burdened moms are being banished from British advertising, as a crackdown on gender stereotypes comes into force.
From Friday, advertisements must not include "gender stereotypes which are likely to cause harm or serious or widespread offense."
Examples include depictions of men struggling to complete simple domestic tasks or ads that suggest women are solely responsible for cooking and cleaning.
Complaints will be assessed by the Advertising Standards Authority. British broadcasters are bound by the terms of their licenses to comply with its rulings.
The authority says its aim is not to ban all gender stereotypes but to remove those that are harmful.
Authority chief executive Guy Parker said "put simply, we found that some portrayals in ads can, over time, play a part in limiting people's potential."
South Korea fines Meta $15 million for illegally collecting information on Facebook users
South Korea's privacy watchdog on Tuesday fined social media company Meta 21.6 billion won ($15 million) for illegally collecting sensitive personal information from Facebook users, including data about their political views and sexual orientation, and sharing it with thousands of advertisers.
It was the latest in a series of penalties against Meta by South Korean authorities in recent years as they increase their scrutiny of how the company, which also owns Instagram and WhatsApp, handles private information.
Following a four-year investigation, South Korea's Personal Information Protection Commission concluded that Meta unlawfully collected sensitive information about around 980,000 Facebook users, including their religion, political views and whether they were in same-sex unions, from July 2018 to March 2022.
It said the company shared the data with around 4,000 advertisers.
South Korea's privacy law provides strict protection for information related to personal beliefs, political views and sexual behavior, and bars companies from processing or using such data without the specific consent of the person involved.
The commission said Meta amassed sensitive information by analyzing the pages the Facebook users liked or the advertisements they clicked on.
The company categorized ads to identify users interested in themes such as specific religions, same-sex and transgender issues, and issues related to North Korean escapees, said Lee Eun Jung, a director at the commission who led the investigation on Meta.
"While Meta collected this sensitive information and used it for individualized services, they made only vague mentions of this use in their data policy and did not obtain specific consent," Lee said.
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