Standards of non-discriminatory advertising based on gender, Ukrainian practice and international experience: monograph/I. Lylyk, L. Magdyuk, M. Lylyk, O. Gray, O. Davlikanova, O. Suslova, E. Romat, S. Lerke, T. Prymak, for general ed. Doctor of Economics, Assoc. Lylyk I.V.
The challenge of the 21st century was intensive information development, which brought its advantages and problems to society. Advertising played an important role in this process. Telling us about new or long-known products, offering to participate in events, attend a football match or watch a movie, advertising has turned into a means of shaping our needs and tastes. In its stormy space, we observe masterpieces of world art, but, unfortunately, there are examples of advertising that offends human dignity.
On September 30, 2011, at the Forum of public associations of Ukraine, which represented the majority of marketing and advertising specialists, the Standards of non-discriminatory advertising based on gender were adopted. Experts said “no” to vulgarity and bad taste in advertising. They expressed their belief in the need for self-regulation in this market, stressing that professionals are able to make effective advertising that does not discriminate against people.
Standards are criteria by which advertising can be defined as sexist, they are managerial advice on how to avoid gender discrimination in advertising, and they are an effective mechanism for introducing self-regulation in the advertising market. In Ukraine today, such a mechanism is formed by a professional community. The adoption of the Standards of non-discriminatory advertising based on gender is the first step towards self-regulation of the advertising market, towards the introduction of civilized norms in a democratic way.