Bumbling dad commercials are cringeworthy. So the U.K.'s doing something about them.

Thanks to new advertising rules, you won't be seeing the clueless dad tropes on British TV.

You know the type. Mom's on a trip/taking a rest day/somehow escaped from the Stepford wives and left Dad (gasp!) to take care of the chores. He bumbles around the house, burning dinner, and acting as if the laundry machine were impossible alien technology.

So let me get this straight, you put this "clo-thing" in the "ham-per?" Photo from iStock.


Well, there'll be no more of that nonsense. New regulations proposed by the U.K.'s Advertising Standards Agency will nix dated gender stereotypes in television commercials. Advertisers will face tougher guidelines around images of diaper-phobic dads or glorified-maid moms.

The agency won't ban all stereotypes — they point out it'd be "inappropriate and unrealistic" to try to wipe out traditionally gendered imagery — but they do want to change some of the cringeworthy gendered stereotypes we're used to seeing in ads.

Basically, if a mop company wants to have a dad in their commercial, he's going to have to act as if he's actually seen a mop before.

These new rules came after a review following a controversial 2015 "beach body" advertisement and, if adopted, would go into effect next year, as the BBC reports.

A single ad, image, or story isn't itself a problem, but it can get overwhelming when every single paper towel, mop, or diaper company seems to fall back on the same old tropes.

Research hints that these kinds of stereotypes can actually affect people in real life. The agency hopes that guiding advertisers away from them might in turn have real world benefits.

The United Kingdom notably has stronger limitations on what can appear on TV compared with the United States.

But the best reason to wave goodbye to those old ads might be that they just don't match the real world anymore.

Men who change diapers or take their kids to the park aren't chipping in or babysitting. They're being dads. And the idea that Mom is destined to be the sole housekeeper is something better left in the 1950s — and on '50s television.

Images courtesy of John Scully, Walden University, Ingrid Scully
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Since March of 2020, over 29 million Americans have been diagnosed with COVID-19, according to the CDC. Over 540,000 have died in the United States as this unprecedented pandemic has swept the globe. And yet, by the end of 2020, it looked like science was winning: vaccines had been developed.

In celebration of the power of science we spoke to three people: an individual, a medical provider, and a vaccine scientist about how vaccines have impacted them throughout their lives. Here are their answers:

John Scully, 79, resident of Florida

Photo courtesy of John Scully

When John Scully was born, America was in the midst of an epidemic: tens of thousands of children in the United States were falling ill with paralytic poliomyelitis — otherwise known as polio, a disease that attacks the central nervous system and often leaves its victims partially or fully paralyzed.

"As kids, we were all afraid of getting polio," he says, "because if you got polio, you could end up in the dreaded iron lung and we were all terrified of those." Iron lungs were respirators that enclosed most of a person's body; people with severe cases often would end up in these respirators as they fought for their lives.

John remembers going to see matinee showings of cowboy movies on Saturdays and, before the movie, shorts would run. "Usually they showed the news," he says, "but I just remember seeing this one clip warning us about polio and it just showed all these kids in iron lungs." If kids survived the iron lung, they'd often come back to school on crutches, in leg braces, or in wheelchairs.

"We all tried to be really careful in the summer — or, as we called it back then, 'polio season,''" John says. This was because every year around Memorial Day, major outbreaks would begin to emerge and they'd spike sometime around August. People weren't really sure how the disease spread at the time, but many believed it traveled through the water. There was no cure — and every child was susceptible to getting sick with it.

"We couldn't swim in hot weather," he remembers, "and the municipal outdoor pool would close down in August."

Then, in 1954 clinical trials began for Dr. Jonas Salk's vaccine against polio and within a year, his vaccine was announced safe. "I got that vaccine at school," John says. Within two years, U.S. polio cases had dropped 85-95 percent — even before a second vaccine was developed by Dr. Albert Sabin in the 1960s. "I remember how much better things got after the vaccines came out. They changed everything," John says.

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The difference between a politician and a public servant may be a matter of semantics, but when it comes to getting legislation passed that actually helps people, the contrast is stark.

Texas Representative James Talarico is on a mission to get his constituents the life-saving medicine they need. The 31-year-old lawmaker has just introduced legislation that would cap the price of insulin—a medicine people with type 1 diabetes need to live, which has become unaffordable for many—at $50 a month.

The mission is personal for Talarico, as he nearly died three years ago when he was diagnosed with type 1 diabetes.

He shared his story on Twitter:

"In May 2018, I was a healthy 28-year-old running for the Texas House. I decided to walk the entire length of my district and hold town halls along the way. I hike Big Bend every year, so I wasn't concerned about a 25 mile walk...

But halfway through the walk, I began feeling nauseous and fatigued. Before the town hall in Hutto, I vomited in the bathroom."

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Images courtesy of John Scully, Walden University, Ingrid Scully
True

Since March of 2020, over 29 million Americans have been diagnosed with COVID-19, according to the CDC. Over 540,000 have died in the United States as this unprecedented pandemic has swept the globe. And yet, by the end of 2020, it looked like science was winning: vaccines had been developed.

In celebration of the power of science we spoke to three people: an individual, a medical provider, and a vaccine scientist about how vaccines have impacted them throughout their lives. Here are their answers:

John Scully, 79, resident of Florida

Photo courtesy of John Scully

When John Scully was born, America was in the midst of an epidemic: tens of thousands of children in the United States were falling ill with paralytic poliomyelitis — otherwise known as polio, a disease that attacks the central nervous system and often leaves its victims partially or fully paralyzed.

"As kids, we were all afraid of getting polio," he says, "because if you got polio, you could end up in the dreaded iron lung and we were all terrified of those." Iron lungs were respirators that enclosed most of a person's body; people with severe cases often would end up in these respirators as they fought for their lives.

John remembers going to see matinee showings of cowboy movies on Saturdays and, before the movie, shorts would run. "Usually they showed the news," he says, "but I just remember seeing this one clip warning us about polio and it just showed all these kids in iron lungs." If kids survived the iron lung, they'd often come back to school on crutches, in leg braces, or in wheelchairs.

"We all tried to be really careful in the summer — or, as we called it back then, 'polio season,''" John says. This was because every year around Memorial Day, major outbreaks would begin to emerge and they'd spike sometime around August. People weren't really sure how the disease spread at the time, but many believed it traveled through the water. There was no cure — and every child was susceptible to getting sick with it.

"We couldn't swim in hot weather," he remembers, "and the municipal outdoor pool would close down in August."

Then, in 1954 clinical trials began for Dr. Jonas Salk's vaccine against polio and within a year, his vaccine was announced safe. "I got that vaccine at school," John says. Within two years, U.S. polio cases had dropped 85-95 percent — even before a second vaccine was developed by Dr. Albert Sabin in the 1960s. "I remember how much better things got after the vaccines came out. They changed everything," John says.

Keep Reading Show less