A new rule by the Advertising Standards Agency (ASA) which bans the use of harmful gender stereotypes in advertising comes into force today, and it can’t have come soon enough.

In 2017, Co-op came under fire after they advertised their Fairtrade Piñata Egg alongside the caption: “Be a good egg. Treat your daughter for doing the washing up.” And although they pulled the ad and issued an apology, people were left feeling pretty disappointed – and Co-op are not the only ones guilty of such blatant gender stereotyping.

Harmful gender stereotypes have officially been banned from adverts in the UK