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Journal of Consumer Policy

, Volume 14, Issue 4, pp 371–391 | Cite as

Regulation of sex discrimination in advertising: An empirical inquiry into the Norwegian case

  • Sidsel G. Sverdrup
  • Eivind Stø
Articles

Abstract

Norway is one of the few countries in the world which expressly prohibits sex discrimination in advertising. In this article, particular attention is paid to the experiences of the Norwegian Consumer Ombud, and to how advertisements, which have given rise to complaints of sex discrimination, are assessed by both the Ombud itself and the Norwegian population. Article 1.2 of the Norwegian Marketing Control Act, which regulates sex-discriminatory advertising, appears to have had some success. Certain kinds of portrayals of women have disappeared from Norwegian advertisements. There seems, however, to be a disagreement between the Ombud and the general population when it comes to the assessment of whether certain advertisements have a sex-discriminatory content. The Ombud takes a more radical stance than the population at large.

Keywords

General Population Economic Policy Empirical Inquiry Norwegian Population Market Control 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Die Regulierung von Geschlechtsdiskriminierung in der Werbung: eine empirische Untersuchung norwegischer Erfahrungen

Zusammenfassung

Norwegen ist eines der wenigen Länder, in denen Geschlechtsdiskriminierungen in der Werbung ausdrücklich verboten ist. Der Beitrag schildert die Erfahrungen der norwegischen Ombudsperson und prüft, wie Werbeanzeigen, denen Geschlechtsdiskriminierung vorgeworfen wird, einerseits von der Ombudsperson selbst und andererseits von der norwegischen Bevölkerung beurteilt werden.

Artikel 1.2 des norwegischen Gesetzes zur Marktkontrolle regelt geschlechtsdiskriminierende Werbung und hat damit offenbar einigen Erfolg gehabt. Bestimmte Arten der Darstellung von Frauen sind aus der norwegischen Werbung verschwunden. Offenbar gibt es jedoch Abweichungen zwischen der Ombudsperson und der generellen Bevölkerung hinsichtlich der Frage, ob ein bestimmter Werbeinhalt geschlechtsdiskriminierenden Charakter hat oder nicht. Die Ombudsperson urteilt offenbar nach strengeren Kriterien als die Bevolkerung im allgemeinen.

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Copyright information

© Kluwer Academic Publishers 1992

Authors and Affiliations

  • Sidsel G. Sverdrup
  • Eivind Stø

There are no affiliations available

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