"Certain kinds of gender stereotypes can negatively reinforce how people think they should look and behave, and how others think they should look and behave, due to their gender," the document states. "This can lower their self-esteem and limit their aspirations and ability to progress in key aspects of their personal and professional lives," the fallout of which makes it "appropriate to restrict ads" including such stereotypes.

Ads will still be permitted to depict what the CAP considers "glamorous, attractive, successful, aspirational or healthy people or lifestyles" and contain stereotypes for the purpose of challenging them, but the document lists numerous, wide-ranging examples of potential violations.

Those examples include "a man with his feet up and family members creating a mess around a home while a woman is solely responsible for cleaning up the mess"; "a man being adventurous juxtaposed with a woman being delicate or dainty"; "a man's inability to change nappies" or "a woman's inability to park a car"; and "implying that [less-than ideal physique] is a significant reason for them not being successful ... in their romantic or social lives."

Other possible scenarios are not necessarily banned but warned to be "handled with care," such as "emphasizing the contrast between a boy's stereotypical personality (e.g. daring) with a girl's stereotypical personality (e.g. caring)."

The new content rules follow a review of "sexism" in advertising and will apply to newspapers, magazines, TV, movies, leaflets, online ads, and social media, The Guardian reports... Subscribe for free to Breaking Christian News here

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