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Addressing and Preventing Sexist Advertising an Analysis of Local And — Addressing and preventing sexist advertising An analysis of local and global promising practice Abstract This research paper explores the efficacy of interventions that aim to address sexism or promote progressive gender representations in advertising, highlighting examples of local and global promising practice. Interventions to prevent or address sexist advertising may occur through several distinct mechanisms: legislative frameworks; self-regulatory and co-regulatory systems; the provision of educational resources to the broader community; industry initiatives to re-shape advertising culture and promote diverse, inclusive and ethical practice; and the exertion of influence on advertisers and regulators through consumer activism. The paper explores the strengths and limitations of each mechanism and illustrates interventions in practice through a variety of case studies. Critical to addressing sexist advertising is a whole of system approach with mutually reinforcing interventions that capitalise on different opportunities for influence. Concluding summations are offered throughout with a range of recommendations drawn from these at the end of the paper. Authors and researchers This research paper has been written and researched by: Dr Lauren Gurrieri, Senior Lecturer in Marketing, RMIT University Dr Rob Hoffman, Research Assistant, RMIT University This research is funded by Women’s Health Victoria as part of the Advertising (in)equality project and supported by the Victorian Government through its Free from Violence Innovation Fund. We acknowledge and thank the Advertising (in)equality project partners for support and feedback on this paper. 2019 Page 2 of 91 Contents Abstract .......................................................................................................................................... 2 Authors and researchers ................................................................................................................ 2 Executive summary ........................................................................................................................ 6 1. Introduction ............................................................................................................................... 9 Definitions ................................................................................................................................................ 9 The need to address sexist advertising ................................................................................................... 10 Mechanisms of regulation ...................................................................................................................... 11 Other interventions to promote promising practice .............................................................................. 11 Methodology .......................................................................................................................................... 12 2. Legislative Frameworks ............................................................................................................ 13 Rationales for the regulation of advertising ........................................................................................... 13 Effectiveness of legislative frameworks on advertising regulation ........................................................ 14 Australian legislative framework ............................................................................................................ 15 Case study: Wicked Campers .............................................................................................................. 16 International obligations ........................................................................................................................ 17 Comparative legislative framework: France ........................................................................................... 18 Case study: Paris outdoor advertising ................................................................................................. 19 Summary ................................................................................................................................................. 21 3. Self-Regulatory and Co-regulatory Systems ............................................................................. 22 Rationales for the self-regulation of advertising .................................................................................... 22 Effectiveness of self-regulatory frameworks on advertising regulation ................................................. 23 Australian self-regulatory system ........................................................................................................... 25 Codes of Practice ................................................................................................................................ 26 The Complaints Process ...................................................................................................................... 28 Case Study: Ultra Tune ........................................................................................................................ 31 Co-regulation in the United Kingdom ..................................................................................................... 32 Case Study: Protein World .................................................................................................................. 33 Summary ................................................................................................................................................. 34 4. Community Resources .............................................................................................................. 36 Social marketing ..................................................................................................................................... 36 Page 3 of 91 Case Study: Australian domestic violence campaigns ........................................................................ 37 Case Study: This Girl Can ..................................................................................................................... 38 Media and advertising literacy ............................................................................................................... 40 Case Study: Media literacy education in Australia .............................................................................. 40 Case Study: Media literacy education in the United Kingdom ............................................................ 41 Case Study: Geena Davis Institute on Gender in Media ..................................................................... 42 Summary ................................................................................................................................................. 43 5. Industry Initiatives .................................................................................................................... 44 The culture of advertising ....................................................................................................................... 44 Re-shaping advertising culture ............................................................................................................... 46 Case study: The Unstereotype Alliance ............................................................................................... 46 Case study: Swedish Fashion Ethical Charter ...................................................................................... 47 Case study: #SeeHer initiative ............................................................................................................. 48 Case study: Cannes Lions .................................................................................................................... 49 Case study: 3% movement .................................................................................................................. 51 Case study: Time’s up advertising ....................................................................................................... 51 Case study: #WomenNotObjects ........................................................................................................ 52 Case study: Campaign Bechdel ........................................................................................................... 52 Diverse and inclusive advertising practice .............................................................................................. 53 Case study: Billie ................................................................................................................................. 53 Case study: Target ............................................................................................................................... 54 Case study: Thinx ................................................................................................................................ 56 Advertising ethics ................................................................................................................................... 57 Case Study: Australian Government National Strategy on Body Image ............................................. 58 Case study: Victorian Government Gender Portrayal Guidelines ....................................................... 58 Case Study: World Federation of Advertisers ....................................................................................
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