Commissioner for the Protection of Equality Brankica Jankovic considers the billboard that advertises the beginning of operations of “Lidl” company as inappropriate and offensive. Visual and text, which portrait woman as a low price and men as a high quality, is a gender stereotype that insults dignity of women.

Commissioner Jankovic welcomes the coming of big retail chain to Serbia and expresses her belief that such billboard is just an inadequate promotion, expecting that “Lidl” company will join the companies that respect the Code of Equality for employers, and that marketing agencies will respect regulations and professional standards which disregard offensive content.