Direct Line Blog

Equal rights advertising

Share this article:
I'm interested in seeing what results from the European Parliament's resolution on promoting gender equality through advertising. The government has advised each of its member states to educate the public about the ways in which advertising perpetuates harmful gender stereotypes.

The report, submitted by the Committee on Women's Rights and Gender Equality, says marketing and advertising messages contribute a large role in reinforcing stereotypes and gender norms in society. No penalty for the use of harmful stereotypes is mentioned in the report.

Similar criticisms of advertising often surface in the US - most notably with the use of thin models (something Dove campaigned to fix) or separating children's toys into boy vs. girl categories. To date, the FCC bans obscene messages from airing, but the definitions do not include objectionable sexist stereotypes beyond the use of some slanderous words. And while the role of sexism in the media is not a foreign concept - I have yet to see an American organization release a "best practices guide to gender equality." I'd certainly like to.

As I noted in a previous editorial, the use of stereotypes is often indicative of lazy marketing - the advertiser that doesn't understand each customer as an individual and therefore resorts to trite generalizations. I hope that the EU's examination into this critical issue gets to be put into practice and does not just end at education or the EU borders.
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?