
I saw this and nearly choked on my cereal this morning.
A French campaign to discourage young people from smoking shows male and female teenagers kneeling in front of a man, as if being forced to have oral sex. The caption reads: "Smoking is to be a slave to tobacco."
The leader of the project, Marco de la Fuente, says:
“Oral sex is the perfect symbol of submission."
This advert is wrong and damaging. Oral sex is not submission. But being forced to do it is.
Sexual abuse – which is where one person has control of the other and exploits him or her sexually is a serious issue that should not be trivialised.
This image, which is aimed at young men and women, reinforces the message that sex abuse is a normal part of sex and is acceptable behaviour – and perhaps even cool and exciting, just like smoking.
It also ignites and promotes social acceptability of the desire of men to dominate and degrade young women (and men) and to treat them as sex objects, not people. Men may also read into young people's smoking a desire to be sexually subservient. In a culture in which sexual violence against women is widespread, and becoming increasingly ‘normalised’ (see this University of Bristol study), this type of imagery will serve only to propagate abusive behaviour.
Over here in the UK, we’ve has a better week – at least our government has the right idea. A new Home Office Report concludes that children are being exposed to an increasing amount of sexualised material in the media. It's the top story on the Number 10 website today, and coincides with the release of a charter from human rights organisation OBJECT, which challenges the objectification of women and girls in the media.
The author of the government's report, Dr Linda Papadopoulos, a clinical psychologist at London Metropolitan University, is quoted in a Guardian article.
She suggests that there is a link between increasing sexualisation and violence, and calls for tougher regulation of sexual imagery – that lads’ magazines (which feature almost-naked women accompanied by demeaning, aggressive and sexually explicit comments) be sold only to over-16s and that there should be more restrictions on airing of music videos that feature sexual posing.
"It is a drip, drip effect," she says. "Look at porn stars, and look how an average girl now looks. It's seeped into every day: fake breasts, fuck-me shoes... We are hypersexualising girls, telling them that their desirability relies on being desired. They want to please at any cost."








