MediaTel

The number of complaints relating to sexist advertising has soared over the last few years, according to the latest figures from the Advertising Standards Authority (ASA).

The research reveals that the number of people objecting to the gratuitous use of female stereotypes in ads such as Yves Saint Laurent's Opium poster, which featured a naked Sophie Dahl, have almost trebled since the hey day of ladism in the mid-1990s.

In 1995 there were just 400 complaints against advertising that was believed to be sexist, but in the first half of this year there have already been 668 complaints relating to the depiction of women, meaning the final total for 2003 could be three times a high.

The figures reveal the public's growing anger at the objectification of women in advertising and place further pressure on the industry to tackle the problems of stereotypical marketing.

This year a number of high profile campaigns have created waves with consumers because of their use of sexist attitudes and images. Most recently an ad for EasyJet featuring a women's cleavage beside the caption: "discover weapons of mass distraction" provoked 189 complaints to the ASA, which were not upheld (see ASA Refuses To Blast Weapons Of Mass Distraction Ad).

The continued reliance on semi-naked women to sell anything from toothpaste to computer parts is clearly touching a raw nerve with consumers, which are beginning to question the creative worth of agencies that continue to rely on the tired formula of gender stereotyping.

Some commentators have attributed the rising complaints to the macho culture of the UK advertising industry, which continues to be dominated by men. The latest IPA Census shows that men account for 86% of art directors and 62% of designers, whilst women account for only 10% of senior executive positions (see IPA Census Brings Good News For Smaller Agencies).

Commenting on this problem, Charlotte Scales from strategic planning agency, Naked Communications, said: "The industry is dominated by men who often fail to see the significance, benefit or financial importance in understanding female consumer groups."

She added: "Those men, who do attempt to understand women, will naturally lack the empathy, understanding and insight into women's lives, which can only come from other women. Until more women are employed in advertising, agencies and brands will continue to get it wrong."

However, recent moves to curtail sexism in advertising from EU commissioner, Anna Diamantopoulou, have been condemned by the industry. The IPA described the proposals, which were designed to protect against affronts to human dignity, as "baffling" (see Plans To Ban Sexist Advertising Are Condemned).

The portrayal of women in advertising is the subject of fierce debate and recent research from TBWA suggests it is time for advertisers to readdress their approach to women in order to reflect their changing status and experience in modern society (see Feature: Advertising To Women Misses The Mark).

ASA: 020 7580 5555 www.asa.org.uk

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