A Volkswagen car ad has been banned for portraying a mother looking after her child whilst men were pictured in space, something the UK’s Advertising Standards Authority (ASA) found perpetuated “gender stereotypes” that were likely to cause “harm”.

Three viewers had made complaints about the advertisement, with the ASA concluding that: “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 a way that was likely to cause harm and therefore breached the Code.”