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Under the direction of Alfonso Piñón Pallarés (professor of Trade Law at the Universitat de València) and Inés Pérez Marín (agent of equality, lawyer and researcher of Civil Law at the University of the Balearic Islands), this is the European first seminar on sexist advertising. It is promoted by the initiative of the Siamura European Project that, in this occasion, with the collaboration of institutions (such as the Valencia city council, the Faculty of Law, the Equality Unit or the Master on Genre and Policies of the Universitat de València, as well as the Menéndez Pelayo International University), the support of audio-visual councils (such as the Catalan and the Andalusian), as well as different associations (consumers, women...) and private companies (legal services, hotels...). To the act will assist professionals of all this areas with the objective of merging Universities, Institutions and social forces to reach the same objective: the Elimination of Violence against Women.

After several years of work, the Siamura European Project formed a networking on the study and research on the usage of the image of women in advertising within the area of Law and Communication. In this way, its director, Inés Pérez Marín, aims to interact from different areas (academic, associative, institutional, and business) in order to strength a common work that promotes the presentation of  claims in courts to create a case law on the subject (non-existent until now) that helps to reduce and eliminate the sexist advertising without damaging the freedom of speech.

During these three sessions, a space for discussion, analysis and reflection will be created, where attendees will study the practical cases of Ryanair and Cementos La Unión, as well as many other advertisements of unfair, illicit or sexist advertising on the internet, media... Speakers will explain the current cases and the difficulties they face everyday providing a multidisciplinary and transversal vision of the subject. In this way, Siamura aims to get closer to its final objective: contribute to the creation of this legislation (European and National) and create an online Sexist Advertising Institute at the European level.

Siamura participated actively in the Ryanair case coordinating and advising the implied subjects. Siamura’s management facilitated the appearing of the “Instituto de la Mujer de Madrid” and the “Federación de Mujeres Progresistas” during the process. Since then, thanks to this work and the case sentence, Ryanair modified radically its advertising. 

This time, the Valencian company Cementos La Unión became the focus of attention. In this case, the director of Siamura participated directly with the lawyer of the claim, Alfonso Piñón, to ensure the appearing of three women associations, a trade union and two consumer associations. However, this requisition was denied. Nevertheless, thanks to the Siamura European Project management, the Attorney General of the Valencian Government (representing the general director of the “Institut Valencià de les Dones i per la Igualtat de Gènere”), as well as the Valencian Provincial Prosecutor’s Office were able to appear being admitted in the procedure.  It should be noted that it is the first time that a work team is being done by two public prosecutors in a case with these subjects (trade and gender violence).

More information:http://www.siamura.eu