On the occasion of the spot of the Public Enterprise Roads of Serbia, “Do not drive in a stop lane, do not stop life!”, the Commissioner for the Protection of Equality Brankica Janković warns that an advertisement, which should primarily aim to increase the safety of traffic participants, must not advocate or support prejudices and other social patterns of behavior that are based on stereotypes, such as those shown in the advertising spot. In the spot, men are presented as rational, calm, and responsible, while, on the other hand, women are arrogant, nervous, irresponsible, and prone to breaking traffic regulations. The ubiquity of such and similar media content, which offers the appearance of “normality” to these divisions and promotes outdated ideas and attitudes that insult the dignity of women, contributes to maintaining the concept of ​​subordination, that is, superiority of one gender.

The Commissioner reminded that back in 2019, they recommended measures for achieving equality to all marketing agencies, namely, that when creating advertising content, they should take care that this content does not advocate or support prejudices and other social patterns of behavior based on stereotypes, and especially that these contents do not offend the dignity of women. It is obvious that it is necessary to continue the constant fight against gender stereotypes and discrimination, which are still an obstacle to building a society of full equality between men and women.