The portrayal of women in the US $200 billion worldwide advertising industry has long been a subject of debate. Adverts, it is argued, often portray women in a discriminatory and demeaning manner. In 1984, for example, the Council of Europe recommended the drawing up of common European principles for advertising.
However, Marlene Lenz (D, EPP) has been arguing in Parliament that advertising can still "encourage the dissemination of sexist stereotypes, the preservation of cliches about the roles of the sexes and (involve) degrading depiction of the human body which infringes human dignity". She considers that advertising is becoming more aggressive and provocative, prompting complaints throughout the EU that it demeans women and violates their dignity.
Mrs Lenz called for statutory measures by the Member States to prevent pornography and exploitation in the media and advertising, and is urging the advertising industry to take steps to ensure that it does not portray women in a negative light and allows them to be more involved in its decision-making process.
Mrs Lenz also suggested that the Commission should set up an advisory committee for all media which would draw up a self-regulation code for the advertising industry against any form of discrimination. She called for a revision of the existing European framework for advertising and greater convergence of national laws.