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

Author

Listed:
  • David López Jiménez

    (EAE Business School)

  • Eduardo Carlos Dittmar

    (EAE Business School)

  • Jenny Patricia Vargas Portillo

    (ESIC Business & Marketing School)

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.

Suggested Citation

  • David López Jiménez & Eduardo Carlos Dittmar & Jenny Patricia Vargas Portillo, 2021. "Self-regulation of Sexist Digital Advertising: From Ethics to Law," Journal of Business Ethics, Springer, vol. 171(4), pages 709-718, July.
    • Handle: RePEc:kap:jbuset:v:171:y:2021:i:4:d:10.1007_s10551-020-04471-y
    DOI: 10.1007/s10551-020-04471-y
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    References listed on IDEAS

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    1. Ying Li Compton & Sok-Hyon Kang & Zinan Zhu, 2019. "Gender Stereotyping by Location, Female Director Appointments and Financial Performance," Journal of Business Ethics, Springer, vol. 160(2), pages 445-462, December.
    2. Christopher Marsden, 2008. "Beyond Europe: The Internet, Regulation, and Multistakeholder Governance—Representing the Consumer Interest?," Journal of Consumer Policy, Springer, vol. 31(1), pages 115-132, March.
    3. Ramón A. Feenstra & Elsa González Esteban, 2019. "Autocontrol: A Critical Study of Achievements and Challenges in the Pursuit of Ethical Advertising Through an Advertising Self-Regulation System," Journal of Business Ethics, Springer, vol. 154(2), pages 341-354, January.
    Full references (including those not matched with items on IDEAS)

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