Sexist adverts to be banned in UK

The United Kingdom is cracking down on sexist adverts in a bid to end gender stereotypes.

Watchdog the Advertising Standards Authority (ASA) has carried out research which has found stereotypes in ads "restrict the choices, aspirations and opportunities of children, young people and adults".

The report says that while ads are often banned that objectify or sexualise, a "tougher line" is needed on those featuring stereotypical gender roles. Examples of this include families creating a mess and the woman being left to clean it up to promote household products, or suggesting specific activities are appropriate for boys because they're girly.

The ASA warns these stereotypes drive "unfair outcomes" in society.

The Committees of Advertising Practice will now develop new, tougher standards on ads featuring gender roles. They will come into effect next year.