EU advertising rules could mean trouble for industry
Proposed directive would ensure dignity and decency in advertisements
New European rules governing the use of “raunchy” images in advertising could have serious repercussions for the travel industry.
Brussels is currently considering a directive proposed by Anna Diamantopoulou, the Greek commissioner for social affairs, looking at “gender questions outside the workplace”. And while discussions are at an early stage, today’s newspapers are predicting that the directive could have implications for the media, advertising and insurance industries, by banning adverts that do not “respect human dignity”.
Draft papers for the directive state: “The purpose is to avoid throughout all forms of mass media all stereotypical portrayals of women and men, as well as any projection of unacceptable images affecting human dignity and decency in advertisements.”
The Guardian reports that this could affect adverts that “portray men or women as sex objects”. While not wanting to point the finger at particular adverts emanating from the travel industry, one feels that advertising managers at EasyJet and Club 18-30 may have to adopt a different approach if the rules are adopted.
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