(Express) – TV adverts showing housewives cleaning and husbands lounging about on the sofa are to be scrapped in a bid to crackdown on pigeon-holing males and females following complaints from activists. Campaigners argue that adverts showing lazy men dodging changing their babies’ nappies and woman in aprons baking hearty home-cooked meals are outdated and restrict the aspirations and opportunities of children, teenagers and adults.
Also banned are commercials that depict young boys as being daring and girls being cautious. The proposals have been agreed by the Committee on Advertising Practice (CAP), which will also bin ads suggesting those that do not have a perfect physique are unlucky in love as a result. Though they also ruled the crackdown will not prevent advertising using attractive men and women going forward. The watchdog has now issued guidance for advertising firms ready for when the ban comes into play in June next year. READ MORE