14 JUNE 2019

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A ban on adverts featuring "harmful gender stereotypes" or those which are likely to cause "serious or widespread offence" has come into force.

The Fawcett Society Chief Executive Sam Smethers said:

“This new advertising code from ASA is really welcome. We are keen to see how it will be implemented in practice. Gender stereotypes cause real harm in the way they limit our perceptions of how people should look or behave.  What we’d like to see as a next step is more advertising actively challenging gender stereotypes.

“We have launched a Commission to challenge gender stereotypes in early childhood because evidence shows that so much of the damage is done in the earliest months and years of life. We have to seize the opportunity to change childhood and change lives.”

Read more about our commission on gender stereotypes in early childhood