Britain's advertising watchdog says commercials depicting hapless husbands and housework-burdened moms may be bad for the nation's health.
The Advertising Standards Authority said Tuesday it would impose tighter regulation on what it called harmful gender stereotyping.
The regulator said a "tougher line" is needed on ads that feature stereotypical gender roles, including those which mock people for not conforming. Such ads restrict "the choices, aspirations and opportunities of children, young people and adults," it said.
The watchdog, which has previously banned ads for suggesting it was desirable for young women to be unhealthily thin, said it won't ban all stereotypes, such as women cleaning or men doing home improvement jobs.
But ads that depict a woman having sole responsibility for cleaning up the family's mess, or showing "a man trying and failing to undertake simple parental or household tasks," could be banned.
So could commercials suggesting a specific activity is inappropriate for boys because it is stereotypically associated with girls, or vice versa.
The report cited several ads viewers had complained about, including one for baby formula Aptamil in which a girl was shown growing up to be a ballerina and boys to be engineers and rock climbers.
The standards authority does not have the power to impose fines, but British broadcasters are bound by the terms of their licenses to comply with its rulings.
Ella Smillie, lead author of a report for the watchdog, said gender stereotypes in advertising "can limit how people see themselves, how others see them, and limit the life decisions they take."
Last month a group of firms including household-products giant Unilever launched the Unstereotype Alliance, a United Nations-backed campaign to banish gender stereotypes in advertising.
“Scandal” cast will reunite for online script reading for hurricane relief in western North Carolina
The cast of ABC's hit political drama "Scandal" may need to brush up on their snappy, speedy delivery known as "Scandal-pace," because they're reuniting for a good cause. Its stars including Kerry Washington, Tony Goldwyn and Bellamy Young will take part in a live virtual script reading on Nov. 17 to raise money for hurricane relief in western North Carolina.
Beginning Friday, fans can go online and donate to reserve a spot for the online reading. Proceeds will benefit United Way of North Carolina. Everyone who donates will be able to take part in a virtual pre-event with the cast and Shonda Rhimes will give an introduction.
Additional guest stars will also be announced. The online fundraising platform Prizeo is also holding a contest where one person who donates online via their site will be selected to read a role from the script with the actors. The winner should not worry about the "Scandal"-pace, assured Young over Zoom.
"Whomever the lucky reader is can read at whatever pace they want," she said.
Young, who played Mellie Young, the first lady and later Republican presidential nominee on "Scandal," was born and raised in Asheville, North Carolina. She came up with the idea for the effort with a friend and took it to her fellow "Scandal" actors, who all jumped on board. Young said this is the first script reading the cast has all done together since the show ended after seven seasons in 2018.
Which episode they will be reading has not been announced yet.
Young said it's "been devastating" to see so many parts of her hometown badly damaged by Hurricane Helene, which ravaged western North Carolina one month ago.
To research the best use for donations, Young spoke with numerous political leaders, including North... Read More