Adland 'baffled' by EC proposal

FHM: could see the back of such ads

Plans to crack down on sexual stereotyping in broadcast  and programming advertising have "baffled" the industry.

The European Commission's Social Affairs Directorate was reported to be in the final stages of drawing up a proposal that could have far-reaching effects on the industry, although leading bodies have complained they have not been consulted over the issue.

The Institute of Practitioners in Advertising said it was "puzzled" at the announcement, given the implications for advertising and communication industry if a directive was passed in Brussels.

However, a number of media agencies suggested any laws would prove to be "unworkable", claiming the interpretation of laws would differ from country to country, while insisting that the existing regulators, such as the Broadcast Advertising Clearance Centre, were adequate enough.

Carat strategy director Guy Abrahams said: "As a nation, we are more socially sensitive and politically correct than elsewhere in Europe. And any system in place once the ad had been published would already be ineffective."

Anna Carloss, managing director at Cunning Stunts, which put together the recent "Backsides" promotion with FHM, suggested the plan would be "problematic", as many campaigns are designed for a niche market.

"It would be a difficult one because many of the campaigns have their own target audience."

Anna Diamantopoulou, the European Union's Social Affairs Commissioner, put forward the proposal, which comes at the same time as a major review of EU's education and culture strategy.

However, IPA legal director Marina Palomba said: "This proposal is in its earliest stage and I don't believe it will progress without substantial amendment and consultation."

The Advertising Association said it was too early to comment on any proposals, as it had only been made aware earlier this week.

A spokesman at the EC's office in London downplayed the controversy, confirming Diamantopoulou was looking into possible legislation, but said the proposals centered on gender discrimination in insurance or pension matters, rather than sexual stereotyping in TV or advertising.

She added: "I must stress that any new rules are a long way off. There would have to be consultation and political agreement before any proposal is forthcoming."