Today March 1 is celebrated the day of 0 discrimination. It is not new that discrimination is experienced in advertising; much more before, and we still surprise ourselves with what is still being done. That is why I decided to write this column on this highly relevant topic, to continue raising awareness, sensitizing ourselves and evolving towards, precisely, 0 discrimination.
Advertising and marketing are fundamental tools for any company that seeks to promote its products or services. However, these practices can have a negative impact on society, especially when it comes to discrimination in Mexico.
Discrimination is a deeply rooted problem in Mexican society. Despite the fact that the Mexican Constitution prohibits discrimination in all its forms, this practice continues to be common in various sectors of society, including employment, education and social. Advertising and marketing can also contribute to discrimination, as they are often based on stereotypes and prejudices.
For example, advertising for hair care products often focuses on women with long, straight, silky hair, while advertising for skin care products often focuses on women with fair, flawless skin. These stereotypes can lead to discrimination against women with short or curly hair or women with brown or black skin, which can affect their self-esteem and perception of their own beauty.
In addition, advertising and marketing can also contribute to discrimination based on age, sexual orientation, disability, and other factors. For example, ads for seniors often portray older people as frail and incapable, while ads for youth products focus on beauty, energy, and fun. These stereotypes can affect how people of different ages are perceived and can lead to discrimination against older people.
When it comes to sexual orientation, advertising and marketing often focus on heterosexuality as the norm, which can lead to the exclusion of LGBTQ+ people. For example, ads for couples products often feature heterosexual couples, and ads for clothing often focus on models with stereotypical gender binary features and bodies. This can lead to the exclusion of gender non-conforming people and can contribute to discrimination against the LGBTQ+ community.
Finally, advertising and marketing can also exacerbate discrimination against people with disabilities. Advertising and marketing often ignore the diversity of experiences and abilities of people with disabilities, portraying them as objects of pity or as heroes who overcome their limitations. This can lead to stigmatization of people with disabilities and discrimination in recruitment and in other aspects of daily life.
In Mexico, discrimination in advertising and marketing is illegal. The Federal Law to Prevent and Eliminate Discrimination (LFPED) prohibits discrimination in advertising and marketing, and establishes sanctions for companies that violate this law. In addition, the National Council to Prevent Discrimination (CONAPRED) has the task of promoting equality and preventing discrimination in Mexico.
Not only in Mexico, everywhere they seek to evolve on these issues, with better or worse results, but I would like to think that with will and with a genuine desire to respect and legitimize. Have you seen ads that discriminate? Sure yes, you have to be aware not only not to create them but also to denounce them.
Comments, doubts or claims: [email protected]
www.birth.mx