A report on how marketing and advertising affect equality between women and men has just been passed by the European Parliament Women’ Rights Committee.
It is an important document, highlighting how advertising fuels and highlights inequalities based on gender. Since advertising is designed to influence us, its impact on sexual equality cannot be underestimated. The report drew heavily on research conducted in Germany by the European Association of Craft, Small and Medium-Sized Enterprises and the Ministry of Labour in Poland. which showed that gender stereotypes consolidate narrow gender roles, thus restricting life opportunities.
I put down amendments to the report on body image, drawing attention to a publication by the British Medical Association entitled “Eating Disorders, Body Image and the Media” which states that media portrayals of the ideal body image can adversely affect the self esteem of women, particularly teenagers and those susceptible to eating disorders. One of my amendments called on advertisers to consider their use of extremely thin women more carefully while another pointed out that advertising could be a strong tool in challenging and tackling stereotypes.
I also submitted an amendment expressing extreme concern at the advertising of sexual services in local newspapers and other publications, something I know Harriet Harman, Barbara Follett, Fiona Mactaggart and other sisters in the House of Commons are taking up.
All my amendments were passed by the Women’s Committee and will now be voted on by the whole European Parliament.