FFS!!
Actually it's part of an initiative which looks potentially good - consultation about how gender roles are shown in advertisements.
But the (otherwise rather good) spokesperson (from ASA) has just said they weren't trying to tackle normal stereotypes, just the harmful ones with rough edges that need to be smoothed out.
New rules from early next year, public consultation right now.
Good point that the way we are aghast at some telly from the 70s because of offensive stereotypes will be exactly how adverts of today will be seen in 40 years - so at least positive movement is expected.
But why frame it with the idea that there is a harmless stereotype? OK, ads will still have people in recognisable roles - that's not what I mean. It the actual idea of a though pattern which says stereotype = OK that's grating on me.