Charter to guide portrayal of women in public places

The Bracks Labor Government in Victoria will develop gender portrayal 
guidelines for its own outdoor advertising campaigns and will use them as 
the basis for a charter for industry. The charter is in response to the 
Centenary of Federation's "Women's Petition 2001" submissions which were 
collated last year and the subsequent "Portrayal of Women in Outdoor 
Advertising" report released in April this year.

The report suggests that advertising perpetuates and reinforces stereotypes 
and encourages negative views of women's status in society, and fosters 
attitudes about women and sex that are less than positive.

The majority of female (72%) an male (64%) market research respondents 
agreed that the volume and type of imagery of women used in outdoor 
advertisements can impact on the way men view women.

According to the report's findings, Victorian women wanted to be portrayed 
"realistically" without the gratuitous and "inappropriate" images.

"It would be great to see "real" women, professional women of various ages, 
women as they are: i.e. people with multiple roles and relationships that 
doesn't mean they are sexless — just normal and representative of the 
women who purchase products."

The impacts of negative self-esteem and body image featured highly.

"Women are constantly represented by a stereotype which ignores the fact 
that we are not all white, able bodied, heterosexual, thin, affluent and 
under thirty-five", said one respondent.

Victorian women wanted to be portrayed "realistically" without the 
gratuitous and "inappropriate" images.

"It would be great to see "real" women, professional women of various ages, 
women as they are: i.e. people with multiple roles and relationships that 
doesn't mean they are sexless — just normal and representative of the 
women who purchase products", said another respondent.

According to Mary Delahunty, Minister for Women's Affairs, the charter will 
guide billboard advertising standards in Victoria and compliance will 
become part of the selection criteria for new government contracts.

"The guidelines, to be introduced in January next year, will cover outdoor 
advertising campaigns by all government departments, statutory authorities 
and agencies, including advertising on public transport and bus shelters", 
said Ms Delahunty.

Advertising agencies and outdoor billboard contractors are to be invited to 
develop and sign the charter committing their organisation to the positive 
portrayal of women in outdoor advertising campaigns.

The decision came after more than a year of consultation with 
representatives of the media, advertising industry and the community.

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Acknowledgments to AEU News