Self-regulation of Sexist Digital Advertising: From Ethics to Law

David López Jiménez (dlopez@eae.es), Eduardo Carlos Dittmar (ecdittmar@eae.es) and Jenny Patricia Vargas Portillo (jennypatricia.vargas@esic.edu)
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David López Jiménez: EAE Business School
Eduardo Carlos Dittmar: EAE Business School
Jenny Patricia Vargas Portillo: ESIC Business & Marketing School

Journal of Business Ethics, 2021, vol. 171, issue 4, No 5, 709-718

Abstract: Abstract Advertising is a booming activity both in the physical realm and on the Internet. Online advertising is growing and is subject to legal standards, although some self-imposed ethical standards for the industry are needed. This has been called self-regulation. This article examines the important role that self-regulation (in the form of ethical standards) can play in addressing advertising that uses degrading and discriminatory images of women that compromise their dignity. Sexist advertising is a reification of women—stereotypes and sexist social models—that do not convey a realistic image of a woman’s abilities and potential. This article analyzes specific decisions on the subject issued by the Jury of the Spanish Association for the Self-Regulation of Commercial Communication. The Jury’s decisions are based on a code of ethics. The technical expertise and impartiality manifested in its decisions have produced a high degree of credibility and confidence in the organization.

Keywords: Advertising; Electronic commerce; Ethics; Law; Self-regulation (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s10551-020-04471-y

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