Studies have shown that repeatedly showing images of women as victims or sexualised objects can shape people’s values and attitudes, and create acceptance of these ideas as normal. That's why advertising companies and media organisations have a responsibility to avoid using imagery that's sexist, exploitative or overly violent – and they're bound to that responsibility by their own code of ethics and by state law.
shEqualOpens in new tab, Australia’s movement for advertising equality, led by Women’s Health VictoriaOpens in new tab and together with the City of Melbourne have developed a guide to promoting gender equality in local government advertising and communications.
The Gender Equality in Advertising and Communications: Guidelines for Local Government highlight six principles to achieve gender equality in every aspect of marketing, communications, and advertising campaigns.
Each principle has clear actions to improve the way women and girls and people of all genders are represented in communications.
Guide to Reporting Sexist Advertising
The City of Melbourne’s Preventing Violence Against Women Coordination Committee wanted to contribute to improving the portrayal of women in media and advertising, and to increase the reporting of sexist and discriminatory advertising.
The Guide to Reporting Sexist Advertising was developed by Women’s Health Victoria and the City of Melbourne to help people navigate the process for raising a formal complaint. It also provides links to the existing online advocacy tools. It aims to encourage community members to play an active role in challenging the culture of violence against women.
Guide to reporting sexist advertising
Discriminatory imagery is prohibited by Victorian law – and on top of that, Australia's advertising companies have created their own code of ethics about the kinds of things that shouldn't be shown in advertising.
Here's a quick summary of a few things they've pledged to do:
- Not discriminate against people because of their race, ethnicity, nationality, gender, age, sexual preference, religion, disability, mental illness or political beliefs.
- Not use sexual imagery in a way that's exploitative or degrading to any group of people.
- Not show violence, unless it relates to the thing being sold.
- To treat sex and nudity with sensitivity to the relevant audience (for example, when advertising is aimed at kids, or shown in a timeslot when children are likely to be watching).
Here are some of the things that might lead an advertisement to be considered 'over the line':
- Does it show people as a 'product'?
- Is someone being harmed?
- Does it treat people as interchangeable?
- Are people's bodies reduced to just body parts?
- Are people treated like objects?
- Does it show one gender as inferior to the other?
- Contact the advertiser directly.
Advertisers are generally concerned about public perception and may not realise they’re offending people with their advertising. Often the simplest way to remove a piece of sexist content is to contact the advertiser directly, and to request a response.
Make your complaint in writing, and clearly outline how the ad is discriminatory or sexist, and why it is harmful. The advertiser should respond to your complaint. Make sure you keep a copy of any correspondence you send and receive, so that you've got a record of the issue having been raised. - Contact the Advertising Standards Bureau.
The Advertising Standards BureauOpens in new tab (ASB) was created by advertising companies to police themselves against a code of ethics. The ASB is often people's next stop if they're unhappy with the response they got from the advertiser, but you can also go straight to the ASB without going to the advertiser first.
You can make your complaint by going to the ASB website, clicking the 'Lodge a complaint' button on the front page, and then filling in your details and the specifics of the offensive ad.
The ASB will examine your complaint, decide whether it should be acted on, and let you know their decision. If they agree with you, they'll ask the advertiser to remove the offending advertisement. If they rule against your complaint, you can ask for a review of the decision at a cost of $100 (which is refunded if they end up changing their original stance). - Contact the Victorian Equal Opportunity and Human Rights Commission.
This is the government body that helps people resolve complaints about discrimination, sexual harassment, victimisation and racial or religious vilification. You should approach the commission if you think the ad you saw is in breach of discrimination laws.
You can lodge a complaint with them onlineOpens in new tab or by calling 1300 292 153 (interpreters are available if needed). The commission uses a conciliation process to resolve complaints.
You don't have to rely on the advertisers or the government bodies to take action for you. Here are some other ways you can take action:
- Raise awareness on social media.
- Start an online petition.
- Join an existing campaign such as Destroy the Joint, Collective Shout, The Luke Batty Foundation, Our Watch, White Ribbon or 16 Days of Activism against Gender-Based Violence Campaigns.
