'Sexy Firemen' Keep Women From Becoming Firefighters, Says London's Fire Commissioner

Article here. Excerpt:

'The stereotype of the super-sexy firefighter is actually super-sexist, says London's Fire Commissioner, and all those photographs of shirtless guys in fireman uniforms are keeping women from applying to help fight fires in the UK's capital city.

London Fire Commissioner Dany Cotton, who is a woman, is utterly convinced, Sky News reports, that the sexy firefighter stereotype is "offensive" because it makes people believe the typical fireman is a musclebound hunk, and that deters women from applying for open positions.
...
Cotton also criticized "a Suzuki advert featuring Ant and Dec which mentioned 'fireman training,' and an advert for Harpic toilet cleaner in which female characters objectified a male firefighter," because obviously television commercials — and not the dangerous nature of the job and the physical fitness requirements — are what is putting women off from pulling up galoshes and strapping into a hook and ladder truck.'