The European Parliament is calling on member states to tackle the issue of gender stereotypes in advertising through public information campaigns.

An EU report, drafted by the legislation objects of the Women's Rights Committee, was adopted by a large majority in the European Parliament today.

It pushes for education initiatives to be introduced that will combat the structurally embedded stereotype images of women and men we find all around us.

The report argues that gender stereotypes are used in advertising to the financial gain of big business and that women have suffered by being represented as objects.

It also calls on member states to monitor ad campaigns and to remove stereotyped and degrading images of women from advertising while introducing regulatory measures to promote balanced and diverse portrayals of women by the media.

The report recommends especially close policing of the use of nudity and noticeably thin women in ad campaigns.

Report author and legislation object Eva-Britt Svensson also highlighted digital media as being of particular concern, especially the portrayal of women in the majority of video games and their supporting advertising.

The story was a brilliant excuse to print Eva Herzigova's infamous Wonderbra ad yet again

According to a pointless piece of eye-rolling anti-EU extrapolation that appeared in a number of newspapers, a smattering of MEPs are calling for the introduction of strict new advertising guidelines that could eventually lead to Eva Herzigova's breasts being taken out and shot.

But wait, it doesn't end there. As the Daily Mail goes on to explain, This being the EU, it is not simply raunchy advertising that is in danger ... It wants anything which promotes women as sex objects or reinforces gender stereotypes to be banned ... Any campaigns which are deemed sexist might have to go ... [such as] the bare-chested builder with a can of Diet Coke in 1996 ... Even famous adverts such as those featuring the Oxo family, with Lynda Bellingham as the housewife, might be deemed sexist.

Inevitably, the minuscule conker of reality at the heart of this shitcloud is markedly less interesting than all this talk of a wild banning outbreak might suggest. Once you remove all the "mights" and "coulds" and other weasel words from the article, you're left with nothing but a report from the EU women's rights committee (doubtless a barrel of laughs at parties), which merely suggests governments should use their existing equality, sexism and discrimination laws to regulate advertising.

See article from guardian.co.uk