First ads banned for contravening UK gender stereotyping rules
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Watchdog bans VW and Philadelphia ads with bungling dads and ‘passive’ women.
By Mark Sweney
Two television ads, one featuring new dads bungling comically while looking after their babies and the other a woman sitting next to a pram, have become the first to be banned under new rules designed to reduce gender stereotyping.
The Advertising Standards Authority (ASA) banned the ads for Philadelphia cream cheese and Volkswagen, following complaints from the public that they perpetuated harmful stereotypes.
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