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.

The ASA found there was evidence to support stronger rules on the basis that harmful stereotypes "can restrict the choices, aspirations and opportunities of children, young people and adults".

Controversial adverts by Gap, KFC and Protein World, all of which received a number of complaints last year, are examples of those which could be affected by the crackdown.

The new standards will not ban all stereotypes, such as women cleaning or men doing DIY jobs.