The Sexual Double Standard is a complex multi-layered construct that functions as an organizing principle of heterosexual behavior. It is a dynamic, ubiquitous, two-dimensional sexual gendered norm, the quantitative exploration of which requires up-to-date assessment tools to better capture both personal endorsement and social recognition of the SDS. This study develops a New SDS Scale to assess personal SDS, which is easily adapted to measure societal SDS, with demonstration of its validity and gender invariance. College students (N = 481) completed the New SDS Scale, plus convergent-divergent and concurrent validity measures. Exploratory analysis indicated an eight-item two-factor structure. Confirmatory factor analysis showed the better adjustment of a bifactor structure combining a general factor of SDS and the subscales Sexual Relationships and Actions/Activities. In addition to factorial validity, results were also demonstrative of convergent, discriminant, and concurrent validity, and reliability and gender invariance were demonstrated. The new scale may be a useful tool to briefly assess personal endorsement of the SDS or of alternative standards, and it can easily be adapted to measure perceptions about the social existence of the SDS. Beyond the potential for practical application to individual or group assessment in clinical and educational settings, the New SDS Scale updates our knowledge on the types of sexual conduct that elicit the SDS, identifying critically gendered activities for which permissiveness continues to be markedly differentiated, despite the openness and sexual freedom of recent years.