Sexist Advertising: Current State and Solutions
Sexism, stereotypes, subtle discrimination, etc.: advertising still sometimes acts as a distorted mirror... But things are changing. Through his podcast Think Ahead with Bruno Liesse, expert in communication strategy and brand DNA, RMB offers you a clear and inspiring look at sexist and discriminatory advertising in Belgium: current state, CSA code, current challenges, and concrete solutions.
What is sexist or discriminatory advertising?
A slogan that hurts. An image that reduces to a stereotype. A scene that excludes. Sexist or discriminatory advertising, meaning any ad that can offend, is not trivial. Its impacts are deep: offense, discomfort, perpetuation of inequalities, influence on collective imaginations and behaviors…
At RMB, we take this issue seriously. We believe that more responsible communication is a lever for progress. And that a successful campaign is a message that positively impacts without ever degrading. That’s why we fuel the debate with industry professionals. In our Think Ahead podcast, Bruno Liesse - communication expert and lecturer at IHECS - shares his sharp view on sexism and discrimination in advertising in Belgium.
Listen to the episode and engage your brand in this essential discussion.
The Role of the CSA
In 2022, the CSA (High Audiovisual Council) published a code of conduct, quickly followed by a practical guide, to limit sexism, hypersexualization, and gender stereotypes in advertisements. These documents provide a valuable framework for broadcasters airing brand messages, as well as for advertisers and agencies.
What’s the purpose of these tools? To provide clear guidelines to prevent abuses and inspire more respectful and diverse communication. A solid foundation to avoid sexist advertising, though it should be expanded to cover all forms of discrimination still present in advertising content.
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2025: Where Do We Stand?
Good news: blatant sexist ads have almost disappeared from Belgian screens. Complaints filed with the JEP (Advertising Ethics Jury) show this: 25 "discrimination/denigration" complaints in 2024, with only 15 upheld.
But not everything is resolved. Discrimination today is more subtle. While women are less often portrayed as beauty icons, they now appear in other equally stereotypical roles.There is clearly a lack of diversity in how women are represented.
Moreover, other exclusion mechanisms persist: age stereotypes (targeting both the young and the elderly), absence (also a form of discrimination) of some ethnic groups in Belgian advertising, caricatured portrayals of lower social classes, etc. These flaws continue to shape advertising imagination!
Complaints 'discrimination/denigration' filed with JEP in 2024
Complaints of ‘discrimination/denigration’ received by the JEP in 2024
Solutions for a More Responsible Market
How to move forward? Several avenues exist:
- Complaints to the JEP (Advertising Ethics Jury), a tool available to consumers to sanction abuses
- Self-regulation charters developed by professional associations, such as the UBA (Belgian Advertisers' Union).
- Awareness and training at all levels: publishers and professional associations, but also advertisers, strategists, and creatives in agencies. The goal is to promote ethics from the message design stage instead of censoring later.
- Interactive workshops for advertisers: for example, workshops that compare past shocking ads, current examples raising concerns, and exemplary campaigns, all with reminders of existing codes (CSA code, self-regulation codes, etc)
- Training in communication schools: instill good habits from the start, equip tomorrow’s professionals to create authentic, respectful messages that deliver value for brands and society.
At RMB, our goal is also to promote more equal, inclusive, and respectful commercial communications for all. Through our Blue Guidance approach, we support advertisers in integrating CSA best practices into their campaigns.