Commission halts 'discriminatory' adverts

The National Commission for the Promotion of Equality for Men and Women dealt with 52 complaints in its first year, an average of one complaint a week.

This emerges from the commission's first annual report which was yesterday presented to Prime Minister Lawrence Gonzi and Social Solidarity Minister Dolores Cristina.

The commission said most of the complaints were about offensive advertising in websites, bus wraps, magazines, newspapers, television commercials and billboards.

It said it eradicated most of the discriminatory adverts following communication with advertising agencies and the heads of television stations and radios. It stopped the airing of commercials deemed to be discriminatory and particularly demeaning.

All the cases reported were scrutinised by the complaints sub-committee. The report does not go into detail of individual cases.

Last summer the commission made the headlines over its stand on the Yorkie chocolate bar advert, which proclaimed "It's not for girls". The commission deemed the advert "offensive" and "discriminatory" and asked Nestlé to withdraw its advertising of the product.

Other complaints it received over the year regarded sexual harassment, which the commission said increased considerably in the second half. This, it added, could be due to ever-increasing awareness of the issue as well as the increased exposure of the commission as the entity where one could seek advice in relation to such cases.

The commission said in its report that it intervened to improve the conditions of work of various employees within the public sector.

It also embarked on discussions about giving government employees more flexible arrangements in their parental and maternity leave entitlement.

The commission is also working to create more family-friendly work environments. The most recurring complaints in connection with this issue dealt with reduced hours, mostly regarding the extension of the reduced hours option in the case of children aged eight to 12.

The commission said it achieved satisfactory results in various cases where female employees were unjustly dismissed from employment due to their being pregnant, in accordance with the Equality for Men and Women Act.

As a result of the complaints it received, the commission was also working to amend existing legislation which still contained a discriminatory element towards men or women.

The commission initiated discussions with various institutions to promote practices based on the principle of equality and eliminate existing discriminatory procedures.

Dr Gonzi congratulated the commission at the end of its first year, pointing out that its task was not an easy one. It was faced with a big challenge and it should do its utmost to increase the participation rate of women in society in both the private and public sectors, he said.

He pointed out that for the third consecutive year, the percentage of girls at university was higher than boys. This was positive, he remarked.

The commission also had to serve the functions of a tribunal, going into allegations of discrimination and sexual harassment. It served as an important focal point for people to air their grievances.

Dr Gonzi said the government wanted to open up the necessary space for competitive, capable women. Even the budget measures had been aimed at increasing female participation.

He said the White Paper on pension reform had also to be analysed to see how it could be used as an instrument to encourage women to return to employment.

Commissioner Janet Mifsud said the commission had identified five priorities to work on up to 2006.

These included the organisation of a media campaign to make the public more knowledgeable about the commission, its role and duties, and to give more information on legislation regarding sexual harassment.

Another priority was the setting up of procedures, guidelines and an adjudicating body to deal with complaints.

The commission also wanted to retain contact and communicate with commissions and other authorities, organise a viability study on the implications of the introduction of aims and quotas regarding sexes in Malta and look over legislation and collective agreements with a focus on equality among the sexes.