Controlling Sex and Decency in Advertising around the World

Abstract

Ads that are indecent, sexist, sexy, exhibit violence to women or treat them as mere objects present a constant and even growing problem in many countries. Both the law and voluntary guidelines find it difficult to handle such ads because of the heterogeneity and flux of the norms bearing on sex and decency in advertising. Advertising bodies and practitioners are improving their responses to this situation which threatens their autonomy but promises to increase their effectiveness. However, these responses also generate unwelcome implications and consequences for advertising's role and freedom.