Ella Smillie, Project Lead at the Advertising Standards Authority, said that the organisation doesn’t see itself as a “social engineer”, but instead as “reflecting the changing standards in society”.

“Changing ad regulation isn’t going to end gender inequality but we know advertising can reinforce harmful gender stereotypes, which can limit people’s choices or potential in life. Advertisers are already going in this direction. Tired old tropes don’t really work with consumers any more.”

She also said that “banter” is unlikely to stand up as an excuse.

“The use of humour or banter is unlikely to mitigate against the potential for harm,” she said. “It’s fine to show people undertaking gender-stereotypical roles such a woman cleaning. But if an advert showed a woman being solely responsible for cleaning up mess within a home while a man sits around with his feet up, then that would be a problem.”

‘Harmful’ gender stereotypes will no longer be allowed in ads