Two commercials were banned on Wednesday in the U.K. that promoted 'harmful' gender stereotypes.
rules — which came into force earlier this year — have been used. The new rule states that,"advertisements must not include gender stereotypes that are likely to cause harm, or serious or widespread offense."
The Volkswagen commercial shows a number of men taking part in adventurous activities before cutting to a mother sitting on a park bench next to a stroller. TU.K.'s Philadelphia soft cream cheese showed two scatterbrained men caring for newborn babies, and they accidentally leave them on the restaurant conveyor belt."Let's not tell mom," says one, after rescuing his child. Over 125 viewers complained.
ISBA, which represents the U.K.'s biggest advertisers said the authority had over done it, which could discourage companies from tackling gender-based issues in their ads.on Wednesday, the company's director-general Phil Smith said the bans are"concerning" in term of the precedent they set. "In our view, the two decisions go beyond the intent of the new rule and guidance and will likely create confusion for advertisers and the broader co-regulatory system as they seek to address the harmful gender stereotypes and outdated portrayals this rule was designed to tackle," Smith said.
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