MEPs vote to confront sexist advertising

LONDON - The European Parliament is calling on member states to tackle the issue of gender stereotypes in advertising through public information campaigns.

European Parliament...voted to tackle sexist advertising
European Parliament...voted to tackle sexist advertising

An EU report, drafted by the institution's Women's Rights Committee, was adopted by a large majority in the European Parliament today.

It pushes for education initiatives to be introduced that will "combat the structurally embedded stereotype images of women and men we find all around us."

The report argues that gender stereotypes are used in advertising to the "financial gain of big business" and that women have "suffered" by being "represented as objects."

It also calls on member states to monitor ad campaigns and to remove "stereotyped and degrading" images of women from advertising while introducing regulatory measures to "promote balanced and diverse portrayals of women by the media".

The report recommends especially close policing of the use of nudity and noticeably thin women in ad campaigns.

Report author Eva-Britt Svensson also highlighted digital media as being of particular concern, especially the portrayal of women in the majority of video games and their supporting advertising.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content