WRITTEN QUESTION E-3407/97 by Roberta Angelilli (NI) to the Commission (28 October 1997)

Subject: Advertising which offends against human dignity and good taste

In carrying out their campaigns advertising agencies often completely ignore all considerations of good taste and human dignity. This applies to television, radio, the press, posters and street hoardings. Consumers are forced to put up with interference in their private lives and patiently endure obscene images, phrases which offend against public decency and the presentation of male and, far more frequently, female figures as consumer goods.

Although there have been various parliamentary questions on the subject, including some by the author of this question, and although the European Parliament has taken a hard line against this kind of advertising, the problem is far from being solved.

Whilst the subject was being debated in Strasbourg, a well-known clothing producer 'Swish Jeans' launched an advertising campaign which beggars belief. It consisted of two different advertisements which, using an extremely provocative image of the well-known model Cindy Crawford, were accompanied by the following captions: 'campaign for the sighted' and 'even Parliament's members will rise to the occasion'. Needless to say, this advertising, based on dubious double meanings, seriously offends against women and the blind, as well as being indecent.

In view of this, can the Commission say:

1. whether the time has come to launch measures which go beyond mere discussion or a general call for codes of conduct,

2. whether practical measures are being considered, including the penalization of firms which persist in adopting advertising strategies which offend against human dignity;

3. what practical effects have been achieved by the measures already taken by the Community institutions?

Answer given by Mr Flynn on behalf of the Commission (2 February 1998)

The Commission is conscious of the need to protect the image of women in advertising and the media.

European studies on the image of women in the media carried out in recent years with financial support from the Commission have shown the complexity and diversity of female figures in the media, including those which undermine human dignity.

Council Directive 89/552/EEC of 3 October 1989 on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the pursuit of television broadcasting activities ((OJ L 298, 17.10.1989. )) stipulates that television advertising must not prejudice respect for human dignity or include any discrimination on grounds of sex.

In its third medium-term Community action programme on equal opportunities for women and men (1991 to 1995) ((OJ C 142, 31.5.1991. )), the Commission set out measures to promote a positive image of women, in particular by encouraging improvements in the portrayal of women in the media sector and in the corresponding institutional and occupational bodies, by developing innovatory programmes to combat traditional clichés and by drawing up recommendations on the way in which women are portrayed in the media.

In its Resolution of 5 October 1995 on the image of women and men portrayed in advertising and the media ((OJ C 296, 10.11.1995. )), the Council calls on the Member States and other competent bodies to provide for appropriate measures to ensure respect for human dignity and an absence of discrimination on grounds of sex. This Resolution also calls on the Member States and other competent bodies to encourage advertising agencies and the media to foster the development and application of codes of voluntary self-regulation.

However, specific initiatives for penalising enterprises which persist in adopting advertising strategies that offend against human dignity, as suggested by the Honourable Member, lie outside the sphere of competence of the Community.