• UK government has banned commercials that reinforce gender prejudices.
• Advertising Standards Authority (ASA), UK’s advertising watchdog introduced the ban because it found evidence suggesting that adverse stereotypes could restrict the choices, aspirations and opportunities of children, young people and adults.
• These kinds of stereotypes can be reinforced by some advertising that plays a part in unequal gender outcomes.
• The new rule follows a review of gender stereotyping in adverts the rganization that administers the UK Advertising Codes, which cover both broadcast and non-broadcast adverts, including online and social media.