The ads for PC Specialist and PeoplePerHour were found to flout new rules surrounding sexist gender stereotyping.
Only 7% of firefighters are female.
Or are boys just bigger than girls?
"We should teach our children to respect women and the core idea of gender equality."
The UK's advertising watchdog has deemed them 'harmful'.
"Today he learned how harmful toxic masculinity is."
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Some Instagram users have got their knickers in a twist again!
FYI she hasn't got a daughter, her son is wearing a Frozen dress.
The mum said use of the slogan was 'offensive' and 'damaging'