NewsLine Column: Sex Bias In The Mass Media
Following the outrage that has greeted the European Commission’s plans to outlaw sex discrimination in advertising and the media, the IPA’s legal director, Marina Palomba, explains why the industry is opposed to “unworkable and unnecessary” censorship from Europe.
Last week the Greek Minister for Social Affairs in the European Parliament, Anna Diamantopoulou, published an “inter-service consultation paper” calling for restrictions of “negative and stereotyped images” in advertising and the mass media.
The media responded, not unexpectedly and justifiably, with a mixture of incredulity, dismay and outrage. It is unlikely the proposals will progress in their present format nevertheless the idea that any “stereotyped” images would be contrary to EU law is ludicrous. Where would the line be drawn? Almost every television programme contains stereotyping of some description. It appears the stereotyping of women in advertising would be banned so, glamour, humour, sex would be out.
The famous ‘Hello Boys’ ad with Eva Herzigova, the chocolate flakes commercial and the oxo family would all be contrary to the proposed legislation. The purpose of the legislation would be to prevent “unacceptable” images of men and women “affecting human dignity”. Easyjet’s latest “weapons of mass distraction” would certainly be out of the question.
The main point, however, is that marketing communication in the UK is already effectively regulated. The problem with European legislation is that it considers the “lowest common denominator” and imposes laws to counter abuses in countries were regulation is not working. The fact is few people complain about this sort of advertising, and when they do and the regulators agree that an advertisement has caused “serious or widespread offence” then the ads are banned and have removed. We do not need unworkable, and unnecessary censorship from Europe. We already have strict EU legislation on discrimination in the workplace but any extension to the mass media must be vigorously rejected.
As a woman in the modern world I find it equally insulting to be told that I cannot determine for myself what is discrimination and how I should be represented in the media. What woman is likely to purchase a bra if it looks unattractive? Women generally wish to feel sexy and advertisements that appeal to men are also appealing to women. Marketing is about informing and selling a product – something at which the British are especially talented and creative. It is not denied that ultra thin models and certain advertisements push the boundaries of the law and regulation but sweeping legislation from Europe of this nature is not the way forward. The UK Government should not contemplate restrictions on freedom of commercial expression and of artistic expression – without such freedom we would have no art, culture or literature. Are we reverting to the days when ‘Lady Chatterley’s Lover’ was censored? Perhaps George Orwell’s disturbing image of Big Brother may yet come true?
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