ella smiley wrote the report for the advertising standards authority and joins me now.g about? so what the report tells us is their certain kinds of gender stereotypes when repeatedly depicted over time have the potential to affect people's assumptions and expectations about how they should behave or look according to their gender. so what are looking at are those specific types of gender stereotypes we have identified in the report. we will be looking to draft new standards to prevent those stereotypes appearing in ads in the future. who is going to make that judgment? in ads in the future. who is going to make thatjudgment? well, as always, the asa holds to advertising codes authored by the industry and what happens is those codes are drafted to prevent ads from misleading, harming or offending and then the asa willjudge individual complaints on a case—by—case basis, taking into account the overall context taking into account the overall co ntext a nd taking into account the overall context and content of each ad. so you are relying on the public to come forward and s