Adverts which encourage gender stereotypes like women cleaning up after their family, or men failing to do housework, face being banned under strict new watchdog rules.

Following a year-long inquiry the Advertising Standards Authority (ASA) has developed a set of tougher standards on adverts which portray "potentially harmful" gender stereotypes.

From next year the new rules, which will now be finalised by the Committee of Advertising Practice, will be used to ban inappropriate adverts.