The Advertising Standards Authority (ASA) in the UK has proposed a crackdown on advertisements that use “body shaming” or reinforce “gender stereotypes…”

According to The Guardian, the proposed ASA guidelines would, among many things, disallow advertisers from portraying men as “trying and failing to undertake simple parental or household tasks.”

The proposed ASA rules don’t just go after ads about helpless fathers either.

They also go after ads that feature things like a supermom figure picking up after her multiple family members or mockery of people that do not conform to gender stereotypes.

This isn’t the first time the UK has moved to clamp down tremendously on advertisements.

The Guardian reported early last year about a Gucci ad that which was banned from the UK for showing an “unhealthily thin” model which is also apparently banned in the UK.

Image via The Guardian / ASA

The ASA stated it banned the image for the following reasons…

We noted that the model leaning against the wall was wearing a long dress so that only her lower legs, ankles, neck and head were visible.

We considered that her torso and arms were quite slender and appeared to be out of proportion with her head and lower body.

Further, her pose elongated her torso and accentuated her waist so that it appeared to be very small.

We also considered that her sombre facial expression and dark make up, particularly around her eyes, made her face look gaunt.

For those reasons, we considered that the model leaning against the wall appeared to be unhealthily thin in the image, and therefore concluded that the ad was irresponsible.

Now the UK’s ASA is proposing cracking down on ‘sexist’ ads showing hard-working mothers cleaning up after their family…

The Guardian sheds some lights on the details:

For example, ads that would probably be banned under the proposed new rules include “showing family members creating a mess while a woman is seen having the sole responsibility cleaning it up.”

Of course Al Jazeera+ is hyped about all this.

Ban on Sexist Ads in the UK

Say goodbye to these gender-stereotyping ads.

Posted by AJ+ on Monday, July 24, 2017

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The Guardian
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