Philadelphia and VW ads banned for gender stereotyping

MondelezUK Television advertisements from US food giant Mondelez and German carmaker Volkswagen are the first to be banned under new UK gender stereotyping rules. A ban on ads featuring "Harmful gender stereotypes" or those which are likely to cause "Serious or widespread offence" came into force in June. The first banned ad, for Philadelphia cheese, showed two fathers leaving a baby on a restaurant conveyor belt. The other, VW ad, showed men being adventurous as a woman sat by a pram. The ASA said the ad presented gender stereotypes "In a way that was likely to cause harm and therefore breached the code."

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