Adverts perpetuating ‘harmful’ gender stereotypes to be banned

From Oxo Mum to Fairy soft hands, and chocolate bars that “aren’t for girls” – some of Britain’s most successful ads have played on gender stereotypes. But no longer.

The advertising regulator has announced it will ban ads which “perpetuate harmful stereotypes”, with the new rules coming into force in June next year. But will it mean ads selling us a dream of society, rather than reflecting reality?