Commissioner for Protection of Equality, Brankica Jankovic, points out that the advertising campaign of the Serbian Chamber of Commerce that promotes domestic products is offensive and sexist. Once again, the “originality and creativity” in commercials reduce women to an object that can in no way be associated with the products advertised, but are instead insulting the dignity of all women.
It is not necessary to be an expert on gender equality to understand how such content supports and encourages gender stereotypes. Expertise is not needed to understand that a specific advertisement sends an inappropriate message about what the real brands and products of Serbia are.
Commissioner Jankovic once again calls on all companies and marketing agencies to respect the regulations and refrain from creating content that encourages and deepens stereotypes. One can make very creative advertisements that promote exceptional products of our country, without showing women as an eroticized object, but with respect for equality and the great role of women in the production of domestic products.