The Verkhovna Rada of Ukraine supported in the first reading bill #3427 on combating discrimination on the grounds of sex in advertising. 266 lawmakers voted for this bill.
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The bill proposes to amend the Law of Ukraine "On Advertising" regarding:
- definition of "discriminatory advertising" and "discriminatory advertising on the grounds of sex";
- strengthening liability for violations of advertising legislation;
- strengthening the protection of the rights of advertising consumers.
The document clearly defines "discriminatory advertising" and "discriminatory advertising on the grounds of sex."
Discriminatory advertising is advertising that contains or uses statements and/or images that are discriminatory on the grounds of race, color, political, religious or other beliefs, gender, age, disability, ethnic and social origin, citizenship, marital and property status, places of residence, linguistic or other characteristics of a person and/or group of persons, as well as those that discredit the products of other persons.
The draft law aims to prohibit "discriminatory advertising on the grounds of sex", namely: contain statements and/or images of the intellectual, physical, social, or other advantages of one sex over another, and/or the stereotypical role of men and women, which limits freedom of human life choice; degrade human dignity on the basis of sex; demonstrate gender-based violence; contain images of the human body (body parts) exclusively as a sexual object in order to attract the attention of the consumer, and/or hints (words, sounds, images) of sexual relations that are not directly related to the advertised product or method of consumption.
The advertiser is held liable for discriminatory advertising.