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David Davies

A Comparative Analysis of Combating Gender Stereotypes in Advertising and the Media in the EU

As online personalized advertising becomes more ubiquitous in everyday life, the question is how to regulate discriminatory forms of advertising that are based on gender stereotypes. Often, governments, legislators and regulators struggle to keep up to speed with the rapidly changing technology and forms of advertisement. Thus far, legal scholars (Cook and Cusack: 2010) have only considered international legal instruments that are yet to be realized at state level. However, this research concentrates on the European Union’s competence to challenge gender discrimination in the private sphere by tackling gender stereotypes in advertising. Through a comparative analysis of member states (Spain, Sweden and the UK), this research will investigate and evaluate which models have the potential at EU level. This research employs a feminist theoretical framework with social constructionist and interactionist theory (Butler: 1990, Goffman 1976) providing the foundation for the research ‘problem’ and a comparative review to offer the solution. Self-regulation and national legislation are too weak in tackling gender stereotypes and an EU-wide code of conduct is achievable due to advertisings link to the single market. This project hopes to bridge the gap between what is acknowledged in feminist theory and what is yet to be substantiated in law.


David holds an LLB and LLM in EU Law from the University of Essex. Since graduating in 2007 he has worked extensively in employment law and human resources. David is currently a PhD candidate at the Sussex European Institute at the University of Sussex where his research looks at gender stereotypes as a form of gender discrimination. His research interests are EU law, discrimination law and feminist legal theory.

Sidansvarig: Christine Forssell|Sidan uppdaterades: 2015-07-13

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