The TikTok trend is idealising a return to traditional gender roles.
A leading mental health charity says the online Trad Wife trend promotes an ideology that is harmful to both women and men.
The viral movement, found mostly on TikTok, idealises a return to traditional gender roles where women are expected to focus solely on homemaking.
The trend has been criticised as promoting a false back to basics lifestyle while profiting from the online exposure.
Turn2Me CEO, Tullamore's Fiona O'Malley, says the content being pushed is regressive on all sides:
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