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The bad-dad, good-mum ads banned in the UK by advertising police

Exhibit One - banned in the UK by Advertising Standards Authority:

We concluded that the ad perpetuated a harmful stereotype, namely that men were ineffective at childcare, and was in breach of the Code.


Got it?  Banned because it took the mickey out of a dad.

This one got banned too.


Because it showed a good mum.

By juxtaposing images of men in extraordinary environments and carrying out adventurous activities with women who appeared passive or engaged in a stereotypical care-giving role, we considered that the ad directly contrasted stereotypical male and female roles and characteristics in a manner that gave the impression that they were exclusively associated with one gender. We concluded that the ad presented gender stereotypes in way that was likely to cause harm and therefore breached the Code.
The ad breached BCAP Code rule 4.14 (Harm and offence).


Good motherhood now a danger to society.