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.

Complaints

Some 128 people complained to the Advertising Standards Authority (ASA) about the Mondelez advert for its Philadelphia cheese which featured two dads leaving a baby on a restaurant buffet conveyor belt as they were distracted by the food.

Complainants said the advertisement perpetuated a harmful stereotype by suggesting that men

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