Product Development, Advertising,
Use of Products & Services

Advertising involves objectification or sexualization of women's bodies


Gender equality is a fundamental human right. The objectification or sexualization of women and girls in advertising reinforces harmful gender stereotypes that women are subordinate to men, contributing to the discrimination of women in many aspects of life. ‘Objectification’ means treating people as objects and reducing them to objects of sexual pleasure and gratification. It can lead to normalization of sexual and other violence against women.


Businesses should not hypersexualize women or promote objectification or sexualization of women’s bodies in their advertising. Businesses should develop clear guidelines and policies and ensure employees receive training on appropriate use of marketing and social media platforms. In developing and implementing advertising or marketing campaigns, care should be taken to avoid the objectification of women and girls.

Relevant Human Rights Instruments

Universal Declaration of Human Rights, 1948, Articles 1, 2 and 7
Convention on the Elimination of All Forms of Discrimination Against Women, 1979,
Article 5



SDG 5.1

Businesses that avoid advertising which objectifies or sexualizes women's bodies help to achieve SDG 5.1: End all forms of discrimination against all women and girls everywhere.

SDG 10


SDG 10.2

Businesses that avoid advertising of this kind also support SDG 10.2: By 2030, empower and promote the social, economic and political inclusion of all, irrespective of age, sex, disability, race, ethnicity, origin, religion or economic or other status.