United Kingdom Bans Sexist Ads

In the U.K., advertisers will no longer ask women if they are “beach body ready,” and no more will men appear perplexed by basic tasks like doing the laundry, preparing dinner, or changing diapers. That’s because the country’s Advertising Standards Authority has banned sexist messaging in commercials, eliminating ads that portray men as being clumsy when performing household tasks, ads that suggest a particular physical ideal leads to success, and ads that imply women are responsible for household tasks, the New York Times reports,

The regulations, announced in December, are now fully in effect. The ASA will enforce the rule by reviewing ads on a case-by-case basis, but offered examples of scenarios that are “likely to be problematic,” such as:

via United Kingdom Bans Sexist Ads