Based on research findings that sex stereotyping used for product commercials is offensive and often ineffective, recommendations for change have been proposed to the advertising industry. Women, in particular, have been portrayed in advertising in traditional domestic roles, emphasizing the consumer role, especially in television advertising. Advertisers continue to show stereotyped roles because they believe that this sells products better. Findings indicate, however, that advertising using liberated roles is more effective and less irritating to consumers. A review of the advertising industry's self-regulation bodies in Canada, the United States, and Great Britain states that although the problem of sex stereotyping has been recognized and guidelines established, the subject is of low priority and regulation is not mandatory. Recommendations stress the need for use of improved measures to analyze the content of advertisements; use of social and economic indicators to measure impacts of sex stereotyping; and development of specific strategies aimed directly at advertisers. Included are reviews and recommendations of Canadian and United States advisory boards and a number of tables on the existence and criticisms of sex stereotyping in advertising. (BY)