In this article, Dr. Alexandros Antoniou and Dr. Dimitris Akrivos analyzes the UK response to gender stereotyping in advertising both before and after the 2019 Advertising Standards Authority's regulatory changes. By evaluating the ASA rulings under the theoretical framework of Deaux and Lewis, Dr. Antoniou and Dr. Akrivos argue that the new ASA guidelines are a missed opportunity to make stronger steps against objectifying and sexualizing individuals in advertisements, particularly considering the fluidity and intersectionality of modern gender identities. Dr. Antonio and Dr. Akrivos therefore make recommendations for improving the ASA's guidance to create more inclusive, gender fluid advertisements that do not depict individuals by rigid gender stereotypes. Read and find out more here!