No more sexy and hot David Beckham for Armani, no more Eva Mendes for Calvin Klein, no more beauty and sex appeal in ads. At least in EU. At least that’s what EU’s women’s rights committee intends to do. According to DailyMail.co.uk, the new rules on sexism and inequality in advertising come in the committee’s report, which has already been adopted by the European Parliament.
In short, it means that all ads that might seem sexy and raunchy might get banned in Europe simply because they “promote women as sex objects or reinforce gender stereotypes.” So forget about underwear ads and say thank you very much to Swedish MEP Eva-Brit Svensson, who introduced the report to the European Parliament.
“Gender stereotyping in advertising straightjackets women, men, girls and boys by restricting individuals to predetermined and artificial roles that are often degrading, humiliating and dumbed down for both sexes,” the MEP said.
The committee’s provision is not a law, but it anyway may be considered by individual European Parliaments when dealing with advert control and regulations. The provision has already been called “inflexible and impractical.”
One may wonder why this provision was made at all, as Advertising Standards Authority said existing codes already barred ads from being “discriminatory or harmful when depicting men or women.”
If EU individual parliaments do like the idea of banning sexy ads, it might be that lots of models won’t be able to do their job as faces of underwear ad campaigns. The industry will financially degrade. What do you think about it?
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