The UK Advertising Standards Authority has banned harmful gender stereotypes likely to cause serious or widespread offense from all ads in a ruling that takes effect Friday. The rule springs from a 2017 review that found absorbing gender stereotypes through advertising could limit peoples potential and play a part in unequal gender outcomes.

Complaints will be dealt with on a case-by case basis, examining the content and context to assess whether the rule had been broken, as using non-offensive gender stereotypes such as women shopping, or men doing work around the house is still OK under the new rules, as is using stereotypes to subvert expectations.

Scenarios like a man failing at changing diapers or a woman unable to park a car, however, would run afoul of the new rules. The advertising authority also called out stereotypes in childrens behavior, warning that ads depicting girls as caring and boys as daring would come under scrutiny. Violators will be referred to Ofcom or the Trading Standards board for sanctions if the ASA is unable to reach an agreement with the offending company, and their ads may be withheld from broadcast.

This is just the advertising industry bowing down to radical feminism, Justice for Men and Boys leader Mike Buchanan told RT, pointing out that while only 9 percent of British women self-identify as feminists, their influence is wildly disproportionate. This is all about trying to make women more like men, and that requires men to become more like women.

The new regulations actually have nothing to do with feminism, argued feminist campaigner Linda Bellos. Its got to do with the law, which has said since the 1975 Sex Discrimination Act that women should be treated no less favorably than men.

But women dont want to become more like men, Buchanan insisted. They cherish things like family life, and theres a big difference in the work ethics of men and women and that isnt changing.

I cant see what a uterus has got to do with picking up your own clothes, putting in the washing machine, washing the dishes, cooking food for yourself, Bellos retorted. I want my son and grandson to be able to clean up after themselves, not just to think that its a womens job. You might think its radical, but this is the 21st century.