Last year, a Swedish women’s health NGO found that nine of ten women under the age of 30 had at one point or another wanted to change their body due to beauty ideals in commercials and on billboards. The survey also included teen girls.
“This is a public health problem that we politicians have to take responsibility for,” Social Democrat MP Veronica Palm told the Aftonbladet newspaper. “You don’t need to show bottoms to sell cars.”
The proposal that sexist advertising be banned is not new. The Social Democrats were mulling it over when still in power, but a report into the matter was shelved and left to collect dust when the Moderate-led government coalition took power off them in 2006.
“A government led by the Social Democrats will pick up the report on sexist and gender stereotypical advertising after the Alliance threw it in the trash can,” Palm said. “That’s an election promise.”
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I have no doubt it would be my first concern if I lived there.