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EDITORIAL: EU proposal treats advertising badly.(Editorial)
Summertime and everybody is getting hot under the collar about the latest crude and ill-thought attempt by Brussels legislators to put advertising to rights.
The reason is a surprise proposal by the European Union's social affairs commissioner, Anna Diamantopoulou, to introduce a voluntary code oulawing sexual discrimination and stereotyping in advertising and media. Agencies, advertisers and media owners have certainly been caught on the hop. Mainly because the proposals are tucked away in a draft law which, for the most part, suggests a series of entirely welcome measures to end sexual discrimination.
Who would take issue with the draft's contention that there's no place for advertising which affronts human dignity? It's at this point, however, that the plans lose touch with reality and expose flaws caused by drafters who may know a lot about education and taxation but very little about how advertising works.
Thank goodness Diamantopoulou has backtracked on the preposterous idea that a court should have the power to rule whether or not an ad is guilty of sexual stereotyping. A lumbering legal process couldn't possibly match the relatively speedy resolution of complaints that the self-regulation system provides. Nor does the judiciary's track record suggest it is well attuned to ...
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