The World: Stockholm - Government report recommends 'sexist' ad ban

A report commissioned by the Swedish government has called for a ban on all advertising that could be considered sexist.

Sexist advertising is defined in the report as any message distributed "with a commercial aim" that could be "construed as offensive to women or men".

The Association of Swedish Advertisers insisted the new law was unnecessary, and claimed that the industry had a number of self-regulating mechanisms in progress. It also said it would soon create a special ombudsman to help root out sexist advertising.