Women and advertising

The number of reactions and complaints regarding a recent bank services advert portraying gender stereotyping and discrimination in its verbal content is clear evidence that Maltese society is becoming more aware of gender discrimination. The issue of gender discrimination in advertising is not only a human rights issue but also a consumers' right to accurate and appropriate information that is not misleading and should also be addressed by the Consumers' Affairs Council.

NCW believes that the Gender Advisory Committee (GAC) within the Broadcasting Authority should be reinstated, with wider terms of reference to include surveillance in matters of the discrimination regarding the portrayal of men and women in the media.

The National Commission for Equality (NCPE) will be able to work in conjunction with the GAC and be in a better position to carry out its valid work in the area of advertising.

It is interesting to note that a number of men complained with NCW that they were discriminated against by this advert, as they felt that the advert implied men's lack of involvement in family responsibilities.