portrayals in ads. and really extensive consultation with the industry. the work that we did showed that actually there was potential for ads to contribute to real-world harms, you know, for example, we know ads affect people's behavior. and for example, they could affect how people feel they should act or behave or perhaps their career aspirations. so that was why we brought in this new rule to ensure that ads weren't contributing to those real-world harms. >> but apply it to the conveyor belt. the cream cheese commercial. and tell me, wherein lies the harm? if i'm an advertiser, i would be struggling trying to understand what's permissible and what's impermissible. what's wrong with this ad? >> well, we received about 130 complaints about this ad, and members of the public were concerned that it was portraying men as essentially incapable of looking after their children. and the guidance that we