Members of the public complained that the ads perpetuated negative gender stereotypes
. The 128 or so complainants about the Philadelphia advert said it implied that men were incapable of looking after children.
The ASA banned the ad, ruling the humour derived from the use of harmful gender stereotypes
The complainants said it perpetuated harmful gender stereotypes
by showing men engaged in adventurous activities in contrast to a woman in a caregiving role.
"We concluded that the ad presented gender stereotypes
in a way that was likely to cause harm and therefore breached the Code."
Scenarios likely to be problematic under the new rule - that ads must not include gender stereotypes
which are likely to cause harm or serious or widespread offence - also include a man with his feet up while a woman takes sole responsibility for cleaning up her family's mess, a man struggling to change a nappy, or a woman unable to park a car.
It said the aim of the new rule was therefore to identify specific harm that should be prevented, rather than banning gender stereotypes
Sam Smethers, the Fawcett Society's chief executive, said: "Gender stereotypes
are at the root of the persistent inequalities we see throughout our society.
There were two kind of blocks: consistent blocks, where the responding rule was consistent with the usual existing verbal responding related with gender stereotypes
, for example, "women"-"weak"--true; "men" -"insecure"--false; and the inconsistent blocks, where the responding rule was the opposite and the participants were asked to respond in an inconsistent way with these existing verbal relations, e.g., "women"--"weak"--false, "men"--"insecure" -true.
Reconsidering the impact of gender stereotypes
on the advancement of women in organizations.
CAP's Ella Smillie said: "Gender stereotypes
in ads contribute to how people see themselves and their role in society.
Britain is to ban advertising showing women who can't park or men who struggle to change a nappy in a crackdown on gender stereotypes
, the industry watchdog said on Friday.