Vic: Report could end sexist billboard ads
By Charisse Ede
MELBOURNE, April 7 AAP - Controversial outdoor billboards featuring women in provocativeposes could be a thing of the past if recommendations made to the Victorian governmentare passed.
A report presented to Women's Affairs Minister Mary Delahunty today calls for a raftof new regulations on outdoor advertising, including a charter committing advertisingcompanies to positive portrayals of women.
Included in the report's 10 recommendations are suggestions for a joint industry bodyto vet outdoor advertising material, including billboards, under the Equal OpportunityAct.
The recommendations, by public and industry bodies, followed a spate of controversialbillboard advertising campaigns that have raised the ire of women's groups.
Such big-brand names as Windsor Smith, Chiko (rolls) and Chivas Regal whisky have allused campaigns either showing women in provocative poses or carrying sexist language.
In releasing the recommendations, Ms Delahunty said outdoor advertising was one ofthe eight issues of concern nominated by Victorian women in the Women's Petition 2001.
The petition, tabled in the Victorian parliament as part of Centenary of Federationactivities, asked the state government to recognise the need for equal representationon decision-making bodies, genuinely equal pay, affordable education and a positive portrayalof women in the media and in advertising.
The recommendations were welcomed by Equal Opportunity Commission (EOC) Victoria chiefexecutive Diane Sisely (Sisely).
She said including outdoor advertising in legislation would give them power to actagainst sexist advertising.
"Advertising which portrays women as merely sexual objects is not only demeaning butundermines our effort to stamp out sexual harassment and sexual discrimination," she said.
Dr Sisely said there had been a 700 per cent increase in the number of sexual harassmentcomplaints lodged with the EOC in the last 10 years.
She said while this was partly due to the rise in working women and their confidencein taking action, much of it could be attributed to the lack of understanding about sexualharassment by men.
Judy Maddigan, the chair of the committee which drafted the report, said young womenwere particularly concerned about the stereotyping of women generally in advertising.
Ms Delahunty said the government would make formal announcements about the recommendationsshortly.
AAP ce/gfr/ns/sb
KEYWORD: DISCRIMINATION NIGHTLEAD
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