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EU to pull the plug on 'sexist' TV commercials

Flavor: Advertising

The European Union wants to put an end to advertising campaigns which are deemed too raunchy and / or sexist.

That could mean an end to attractive women advertising perfume, housewives seen in the kitchen and men doing DIY.

The new rules on sexism and inequality in advertising come in a report by the EU's women's rights committee which has been adopted by the European Parliament. It wants anything which promotes women as sex objects or reinforces gender stereotypes to be banned.

So campaigns similar to 1994's promotion of the Playtex Wonderbra, which had supermodel Eva Herzigova posing in her underwear under the slogan 'Hello Boys!', would never see the light of day.

And last year's poster showing David Beckham in Armani underwear would not have stood a chance.

Carole L.

September 5, 2008