La Unión Cement in court over 'sexist' adverts

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Spain: La Unión Cement has been accused of producing sexist advertising, including using bikini-clad women and close ups of cleavages, to sell its product, according to local media.

A court in Valencia is due to rule on the alleged sexist advertising after a lawsuit was filed against the building supplies company in October 2015 by the Madrid-based Institute of Women, part of the government's Ministry of Equality. It is the first time the Violence Against Women department of the public prosecutor's office has been part of a case of sexist advertising and it will rule alongside the department of trade on the case.

The lawsuit concerns various promotional videos for the cement company, which show scantily clad women for no apparent reason, according to the Institute of Women. "Our job is usually based on raising awareness of gender equality, but sometimes there are instances, such as this, when we are moved to take legal action," said the Institute´s Head of Communication, María Jesús Ortiz Gómez.

The prosecution has demanded that the cement company cease all allegedly sexist advertising and has also asked the court to ban any further usage of the images in question. The defence has argued that the images belong to an old campaign that is no longer running. La Unión has previously been keen to point out how much it prizes equality. "La Unión reaffirms its corporate vision in favour of the training of women and their inclusion in the company," it said in a press released dated August 2015. The company claims that it 'exceeds today´s standards of equality and gender parity.'

Last modified on 11 November 2015


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