The city of Stockholm has banned sexist, racist or degrading advertisements from billboards in public spaces.
Advertisements in Sweden’s capital will no longer be allowed to depict men or women as sex objects or show them in a ‘degrading way’ by portraying stereotypical gender roles.
The ruling covers some 700 static and digital billboards across the capital which are owned by the city of Stockholm.
A public billboard in Stockholm showing a Dolce & Gabbana perfume which had been reported as sexist to the Swedish Advertising Ombudsman before the new rules
It does not cover any other commercial spaces, such as shop windows, or advertisements on public transport.
The decision was voted through at a Stockholm City Council meeting on Monday, and supported by all parties bar the right-wing Sweden Democrats.
‘We are taking an important step to ensure that sexist or racist messages and attitudes are not visible on the surfaces that the city of Stockholm owns,’ Green Party deputy mayor Daniel Helldén said after the vote according to The Local.
The city voted through an ethical guideline criteria which will outline what type of advertisements will no longer be allowed, Resume reports.
Ban: Public billboards in Stockholm, pictured, will no longer be allowed to depict men or women as sex objects or in a ‘degrading way’ by displaying stereotypical gender roles
New rules: Members of the public are seen walking past a billboard in Sweden
In future, there will be no ‘ads depicting women or men as pure sex objects which can be seen as offensive or objectifying, ads showing a stereotypical view of gender roles and through this depicting men or women in a disparaging way, and no ads which in any other degrading way is obviously gender discriminatory.’
This comes just weeks after British watchdogs announced that they are considering banning ads which promote gender stereotypes.
The Committee of Advertising Practice (CAP) is considering introducing rules that could effectively outlaw stereotypical characteristics such as boys being daring, women being bad divers or men failing to change nappies.
Ads that suggest a perfect body is the key to success or that men should be belittled for carrying out typically ‘female’ tasks are also on the CAP hit list.
The consultation finishes at the end of July and any new rules are likely to come into effect by December.