Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Könsdiskriminerande reklam – varför är den fortfarande tillåten?

Bengtsson, Nina LU (2013) LAGF03 20131
Department of Law
Abstract (Swedish)
Den könsdiskriminerande reklamen har diskuterats under många år och varit under utredning ett flertal gånger. Syftet med denna uppsats är att ta reda på om det behövs lagstiftning som förbjuder könsdiskriminerande reklam eller om en sådan lag skulle vara grundlagsstridig.

Idag finns ingen lagstiftning som förbjuder könsdiskriminerande reklam i Sverige. MD kom i ett rättsfall från 1976 fram till att denna typ av reklam inte faller in under MFL. I dagsläget regleras istället området av näringslivet själv, genom RO:s försorg. För att bedöma om reklam ska anses vara könsdiskriminerande eller ej, använder sig RO av artikel 4 i ICC:s grundregler för reklam och ERK:s 3 tidigare uppställda kriterier. Bland dessa görs en uppdelning mellan... (More)
Den könsdiskriminerande reklamen har diskuterats under många år och varit under utredning ett flertal gånger. Syftet med denna uppsats är att ta reda på om det behövs lagstiftning som förbjuder könsdiskriminerande reklam eller om en sådan lag skulle vara grundlagsstridig.

Idag finns ingen lagstiftning som förbjuder könsdiskriminerande reklam i Sverige. MD kom i ett rättsfall från 1976 fram till att denna typ av reklam inte faller in under MFL. I dagsläget regleras istället området av näringslivet själv, genom RO:s försorg. För att bedöma om reklam ska anses vara könsdiskriminerande eller ej, använder sig RO av artikel 4 i ICC:s grundregler för reklam och ERK:s 3 tidigare uppställda kriterier. Bland dessa görs en uppdelning mellan kränkande och schabloniserande reklam.

Jag anser att RO gör ett förhållandevis bra jobb. De har dock inga sanktioner till sitt förfogande, vilket gör att systemet kan känns ganska tandlöst. En lagstiftning skulle ha en normbildande karaktär, eftersom gemene man har en vilja att följa lagen. En lagstiftning skulle skapa debatt och därmed skulle många fler förhoppningsvis börja reflektera över reklamen. Med lagstiftning skulle sanktionsmöjligheter följa och därmed skulle man kunna förena ett förbud med vite. Reklam är ett av få samhällsområden där det fortfarande inte är förbjudet att diskriminera på grund av kön. Jag anser att detta borde ändras.

Den grundlagsfästa yttrandefriheten i RF måste noga beaktas innan nya lagar stiftas. Det får dock göras undantag från denna och utredarna till SOU 2008:5 anser, och jag med dem, att jämställdhet är ett sådant berättigat undantag. MD kom i ovannämnda rättsfall fram till att TF inte står i vägen för rent kommersiell reklam, eftersom näringsidkarens ekonomiska intresse faller utanför det som anses skyddsvärt enligt TF. Grundlagarna står därmed inte i vägen för en lagstiftning mot könsdiskriminerande reklam. (Less)
Abstract
The sexist advertising has been under discussion for many years and it has been the subject of several investigations. The purpose of this essay is to find out if legislation prohibiting sexist advertising is necessary or if that kind of law would be contrary to the fundamental laws.

There is no legislation against sexist advertisement in Sweden today. In a case from 1976, MD concluded that MFL is not applicable on that kind of advertisement. Today, this area is regulated by the industry itself, through RO’s secretariat. RO uses article 4 in ICC’s Code of Advertising and ERK's three previously established criteria to assess whether advertising is sexist or not. Among these criteria they divide between offensive advertisements and... (More)
The sexist advertising has been under discussion for many years and it has been the subject of several investigations. The purpose of this essay is to find out if legislation prohibiting sexist advertising is necessary or if that kind of law would be contrary to the fundamental laws.

There is no legislation against sexist advertisement in Sweden today. In a case from 1976, MD concluded that MFL is not applicable on that kind of advertisement. Today, this area is regulated by the industry itself, through RO’s secretariat. RO uses article 4 in ICC’s Code of Advertising and ERK's three previously established criteria to assess whether advertising is sexist or not. Among these criteria they divide between offensive advertisements and advertisements that gives a stereotype image of gender roles.

RO does a fairly good job, according to me. However, they have no sanctions at their disposal, which makes the system feel a bit toothless. The legislation would have a normative character, since the common man has a desire to follow the law. The legislation would create debate and thus many more would hopefully begin to reflect on it. The legislation would impose sanction, and make it possible to reconcile a ban with fines. Advertising is one of few areas of society where it is still not allowed to discriminate on grounds of sex and I think this should be changed.

The constitutional freedom of expression in RF must be carefully considered before new laws are enacted. There may be exceptions to this and the investigators to SOU 2008:5 believe, and I agree with them, that gender equality is a legitimate exception. MD came in the aforementioned case to the concluded that TF does not stand in the way of pure commercial advertising, because the trader's financial interest falls outside what is considered worthy of protection by TF. The Constitution is thus not in the way of legislation against sexist advertising. (Less)
Please use this url to cite or link to this publication:
author
Bengtsson, Nina LU
supervisor
organization
course
LAGF03 20131
year
type
M2 - Bachelor Degree
subject
language
Swedish
id
3800572
date added to LUP
2013-09-11 13:41:18
date last changed
2013-09-11 13:41:18
@misc{3800572,
  abstract     = {The sexist advertising has been under discussion for many years and it has been the subject of several investigations. The purpose of this essay is to find out if legislation prohibiting sexist advertising is necessary or if that kind of law would be contrary to the fundamental laws.

There is no legislation against sexist advertisement in Sweden today. In a case from 1976, MD concluded that MFL is not applicable on that kind of advertisement. Today, this area is regulated by the industry itself, through RO’s secretariat. RO uses article 4 in ICC’s Code of Advertising and ERK's three previously established criteria to assess whether advertising is sexist or not. Among these criteria they divide between offensive advertisements and advertisements that gives a stereotype image of gender roles.

RO does a fairly good job, according to me. However, they have no sanctions at their disposal, which makes the system feel a bit toothless. The legislation would have a normative character, since the common man has a desire to follow the law. The legislation would create debate and thus many more would hopefully begin to reflect on it. The legislation would impose sanction, and make it possible to reconcile a ban with fines. Advertising is one of few areas of society where it is still not allowed to discriminate on grounds of sex and I think this should be changed.

The constitutional freedom of expression in RF must be carefully considered before new laws are enacted. There may be exceptions to this and the investigators to SOU 2008:5 believe, and I agree with them, that gender equality is a legitimate exception. MD came in the aforementioned case to the concluded that TF does not stand in the way of pure commercial advertising, because the trader's financial interest falls outside what is considered worthy of protection by TF. The Constitution is thus not in the way of legislation against sexist advertising.},
  author       = {Bengtsson, Nina},
  language     = {swe},
  note         = {Student Paper},
  title        = {Könsdiskriminerande reklam – varför är den fortfarande tillåten?},
  year         = {2013},
}