There should be stronger regulation of advertisements which show men failing at simple household tasks and women left to clean up, says the body that oversees UK advertising.
The Advertising Standards Authority has reviewed its approach to ads that feature stereotypical gender roles.
It concluded that ads that mock people for not conforming to gender types or reinforce gender roles had "costs for individuals, the economy and society".
As a result new rules will be drawn up.
The Advertising Standards Authority (ASA) said it had decided to conduct a review following the public's reaction to the "beach body ready" advertising campaign in 2015 which prompted a wave of complaints for showing a bikini clad model in an advertisement for a slimming product, which critics said was socially irresponsible.
In the past the ASA has banned ads on grounds of objectification, inappropriate sexualisation, and for suggesting it is desirable for young women to be unhealthily thin.
But in several instances the regulator had received complaints about ads that featured sexist stereotypes or mocked people who didn't follow traditional roles, which it had not investigated or ruled against, because they were not in breach of the current guidelines.
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