“A ban on advertisements containing “harmful” gender stereotypes came into force in the U.K. on Friday, in a move experts hope will reduce gender inequality.

Adverts containing stereotypes such as women being bad at driving, or a husband being lazy while his wife cleans, will likely fall foul of the new rules recommended by the U.K.’s Advertising Standards Authority (ASA).

“Making assumptions about how people should look and behave might negatively restrict how they see themselves and how others see them, and limit choices they make in life,” said Ella Smillie of the ASA, who led the 2017 study which recommended the new rules.”