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The U.K.’s Advertising Standards Authority has vowed to take a tougher line on gender stereotypes in ads, arguing that that they are harmful to society.

The watchdog is pledging to eliminate, for example, ads that show women being left with sole responsibility for cleaning up a family mess, while men fail at simple household tasks.

Currently, the ASA bans ads for inappropriate sexualization (like this American Apparel ad that sexualized schoolgirls) and for promoting unhealthily thin ideals (as Yves Saint Laurent did a couple of years ago), but gender stereotypes have often slipped through the self-regulatory net.

Continue reading at AdAge.com