The companies are trying to sell a product.
Via Daily Mail:
Advertising watchdogs are to ban ‘harmful’ gender stereotypes from TV commercials.
Gone will be the traditional, and largely out-dated, view of the housewife.
And companies will not be able to suggest men are lazy or useless when it comes to doing what used to be considered typically female roles, such as changing a nappy.
The move aims to avoid pigeon-holing boys and girls at a young age in terms of how they should look and their interests.
It follows a review that found gender stereotypes could restrict the choices, aspirations and opportunities of children, teenagers and adults.
Also banned under the new regime will be stereotypes which depict boys as daring and girls as caring.
The proposals have been agreed by the Committee on Advertising Practice (CAP) and will also outlaw depictions that suggest people may not be successful in love or life because they do not have what is considered an ideal physique.
The industry watchdog has issued guidance for companies and advertisers on how the ban, coming into effect in June, should be applied.
Many brands such as Unilever have already taken voluntary measures to end gender stereotyping.
For example, the firm changed its Lynx deodorant commercials which, in the past, featured women in bikinis hunting down young men.
Historically, the company’s food brand Knorr TV adverts showed a mother and daughter in the kitchen, but more recently they featured a father and son.