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European Union calls for less gender stereotyping in advertising |
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17 September 2008
On Tuesday, September 3, 2008, Members of the European Parliament (MEP) voted overwhelmingly in support of a report about the effects of marketing on gender equality and gender stereotyping. The report, drafted by Swedish MEP Eva Britt-Svensson and prepared by the EU Women’s Rights Commission, was approved with 504 votes in favor, 110 against and 22 abstentions.
Non-legally binding, the report will be used to help draft new EU legislation. It calls on the media to set better examples in relation to a gender perspective. The report states that much of the gender stereotyping in advertisements is meant for financial gain. It also takes the stance that the portrayal of an ideal body type has negative effects on the self-esteem of both men and women. As a result, recommendations in the report include using more realistic images of female bodies and viewing sexist insults directed at both men and women with more institutional awareness. On a policy level, it calls for EU countries to monitor how gender is portrayed in advertising as well as for EU institutions to monitor the progress of existing laws on sex discrimination.
The EU report shows that the challenge of dispelling gender stereotypes cannot be faced with out addressing the role of the media.
Learn more about the EU Parliament and the Committee on Women’s Rights and Gender Equality
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