Adverts which use sex to sell or promote gender stereotypes could be banned by the EU.

Fire Witch Rising: EU Wants To Ban Sexist TV Commercials

MEPs want TV regulators in the EU to set guidelines which would see the end of anything deemed to portray women as sex objects or reinforce gender stereotypes.

This could potentially mean an end to attractive women advertising perfume, housewives in the kitchen or men doing DIY.

Such classic adverts as the Diet Coke commercial featuring the bare-chested builder, or Wonderbra's "Hello Boys" featuring model Eva Herzigova would have been banned.