Plans To Ban Sexist Advertising Are Condemned
The European Commission’s plans to outlaw sex discrimination in advertising and the media have been condemned by British advertisers.
The Institute Of Practitioners in Advertising has described the proposal, which could put an end to advertising that fails to “respect human dignity” and outlaw television programmes that stereotype men and women, as “baffling”.
It plans work alongside the Advertising Association to lobby against the directive, which has been put forward by Anna Diamantopoulou, the Greek commissioner for employment and social affairs.
A note on the directive states: “The purpose is to avoid throughout all forms of mass media all stereotypical portrayals of women and men, as well as any projection of unacceptable images affecting human dignity and decency in advertisements.”
However, the IPA argues that public decency and good taste within the print and broadcast media are already effectively upheld by the Code of Advertising Practice and the Independent Television Commission.
The IPA’s legal director, Marian Palomba, said: “The proposal is in its earliest stage and I do not believe it will progress without substantial amendment and consultation.”
The legislation would prove a major blow to the advertising industry, which has used gender stereotypes to create some of the UK’s most famous campaigns. There was the Hello Boys poster for Wonderbra, a naked Sophie Dahl for Opium perfume and a range of scantily clad models for Carlsberg Lager.
Recent research from the Chartered Institute Of Marketing suggests that advertising that uses sex to sell products has fallen out of favour with consumers, with 31% of respondents claiming to dislike ads which use sexual imagery to sell products or services (see New Research Suggests Sex Doesn’t Sell).
IPA: 020 7235 7020 www.ipa.co.uk
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