Eva Herzigova's ad banned?

Friday, 5 September 2008

TV adverts featuring women wearing very few clothes could soon become a distant memory, if Swedish MEP Eva-Britt Svensson gets her way.

Campaigns such as Eva Herzigova's famous 'Hello Boys' advert for Wonderbra lingerie - which showed the model baring her breasts in a tiny bra - would be banned if Svensson's report is approved by EU regulatory bodies.

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Ms Svensson explained in the report for a women's rights committee that she wants any adverts which use "sexiest insults" or "degrading images" to promote their products to be banned - including those which use stereotypes such as men doing DIY.

She said: "Gender stereotyping in advertising straitjackets women, men, girls and boys by restricting individuals to predetermined and artificial roles that are often degrading, humiliating and dumbed down for both sexes.

"Gender stereotyping in advertising is one of several factors that have a big influence in efforts to make society more gender equal. When women and men are portrayed in a stereotypical way the consequence may be that it becomes difficult in other contexts to see women and men's resources and abilities."

However, the Advertising Standards Authority insist they already have checks in place to prevent any adverts deemed "discriminatory or harmful".

A spokesperson said: "Although the ASA supports the overall objectives of the report... the approach suggested is inflexible and impractical."

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