Scenarios in ads likely to be problematic under the new rule include:
An ad that depicts a man with his feet up and family members creating mess around a home while a woman is solely responsible for cleaning up the mess.
An ad that depicts a man or a woman failing to achieve a task specifically because of their gender e.g. a man’s inability to change nappies; a woman’s inability to park a car.
Where an ad features a person with a physique that does not match an ideal stereotypically associated with their gender, the ad should not imply that their physique is a significant reason for them not being successful, for example in their romantic or social lives.
An ad that seeks to emphasise the contrast between a boy’s stereotypical personality (e.g. daring) with a girl’s stereotypical personality (e.g. caring) needs to be handled with care.
An ad aimed at new mums which suggests that looking attractive or keeping a home pristine is a priority over other factors such as their emotional wellbeing.
An ad that belittles a man for carrying out stereotypically ‘female’ roles or tasks.
The rule and its supporting guidance doesn’t stop ads from featuring:
A woman doing the shopping or a man doing DIY.
Glamorous, attractive, successful, aspirational or healthy people or lifestyles.
One gender only, including in ads for products developed for and aimed at one gender.
Gender stereotypes as a means to challenge their negative effects.