THE IMPACT OF ADVERTISING ON CONSUMER BEHAVIOR

DRAFT OPINION ON THE IMPACT OF ADVERTISING ON CONSUMER BEHAVIOR
for the Committee on the Internal Market & Consumer Protection

2010/2052(INI) - 6/23/2010
SUGGESTIONS

The Committee on Women’s Rights and Gender Equality calls on the Committee on the Internal Market and Consumer Protection, as the committee responsible, to incorporate the following suggestions in its motion for a resolution:

1.    Stresses that advertising often communicates discriminatory and/or undignified messages based on all forms of gender stereotyping, which hinder gender equality strategies; calls on the Commission, the Member States and civil society to cooperate closely to combat such practices;

2.    Highlights the existence of certain advertisements which promote either various types of violence or stereotypes of women as objects, humiliate women and debase their dignity; urges the Commission and the Member States to develop European awareness campaigns against exploitation of the female body and dissemination of sexist messages;

3.    Notes that advertising and marketing often propagate the idea of perfection, which can have a negative influence on the self-esteem and self-respect of women, men and young people; draws attention to the vulnerability of consumers which can lead to inappropriate behavioural attitudes, anxiety, harmful addictions (smoking, drugs), eating disorders such as anorexia nervosa and bulimia, and a disturbance of mental equilibrium; calls on all advertisers to reconsider the promotion of extremely thin models (men or women) in order to avoid harmful messages about appearance, body imperfections, age and weight;

4.    Stresses that reliable advertising may have a positive influence on society’s perceptions of issues such as gender roles, body image and normality; encourages advertisers to be more constructive in their advertisements, in order to promote the positive role of women in society, at work, in the family and in public life;

5.    Calls on the Commission and the Member States to strengthen training and education activities as a way to overcome stereotypes, combat discrimination and promote gender equality.

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