'Don't use showgirls to sell roof tiles'

One of the UK's largest industry exhibitions is issuing a new code of conduct over the use of "promo girls".

Last year, UK Construction Week, held at Birmingham's NEC, faced criticism over the use of lightly clad women to staff an exhibitor's stall.

It featured Las Vegas-style showgirls selling roofing products.

Criticism of sexism at business and sports events has grown following the Financial Times' report into the President's Club ball last month.

Since then, promoters of darts championships and Formula One have said they will no longer use lightly dressed young women to adorn their events.

But some sectors are still using women in revealing outfits.

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  • PRO

    so i'll stick my neck out here at the risk of critism. These girls know what the gig involves. Providing they are correctly briefed and able to make their own decission about whether they want to hand out leaflets, have their photos taken and wear the outfit then where is the exploitation?

    • PRO

      It's not just about the exploitation of women doing these things. What about the women who might attend a very male dominated industry event and be even more put off by this sort of thing. I lt would put me off big time.

      • PRO

        Help me undertand what it is that would put you off


      • PRO

        It's a ridiculous way to sell a product. Old fashioned,  narrow minded and what does it say to me as a female trades person. This product /industry isn't for you it's for blokes who like to leer over eye candy. It has no place in the modern world where men and women can do the same jobs. 

        • PRO

          Its about grabbing attention and getting people interested. Perhap san annoying jingle or an elephant painted on the side of a van is silly too. But if it draws people in then it has done the job. Yes some people will be offended and you can't please everyone all the time. Personally there are a lot of brands that annoy me with their publicity but maybe thats becasue I'm not their target audience. You can't cnage basic human instinct I'm afraid no matter how much you label it as old-fashioned

          • PRO

            Totally missing the point. By using that method to attract attention you are alienating/ignoring the female customer. You can change the methods you use and it is happening all the time. Lots of things that were once acceptable are not now especially in advertising. 

    • PRO

      I find myself cautiously agreeing with Ian here. We keep getting told unemployment is at record lows. If these women want these jobs, take them, if they don't, don't. Everyone has a choice with what employment they take. Some women will be without desired work because of this - better paid than that of male models.

      On a different train of thought, if it's deemed unethical / not fit for purpose / no longer the target audience or whatever in 2018 and onwards then so be it - that's a call that indiviual companies should make.

      Makes no difference to me - I don't look at darts or F1 any differently. 

      • PRO

        I wonder if, given a choice, these models would prefer to be at an F1 event or scafifying a lawn. Now who is being exploited? ;-)


        • PRO

          Maybe if they weren't brought up in a world where it was ingrained from a young age that girls are pretty and play with dolls and boys do rough and tumble then perhaps they would have decided to be a gardener instead of a model. 

  • PRO

    Ah, the feminism debate reaches LJN.

    In a age of equality, it’s disappointing to see the feminist movement ‘tell’ other women what to do...Ironic

    If there is no coercion, no slavery, good pay, safe working environments, prospects and so on then why shouldn’t there be F1 pit girls etc? 

    Why if a women wants to use her looks etc is it frowned upon ? 

    If the general public do not like they will ishun the product, boycott the event and force it to be an economic decision, not one decisions forced on another group by ‘do-good liberals’.

    Personally I can take it or leave and consider I have an open mind on the subject.

    In the branch of motorsport I follow (WEC) the have both pit lane females and males.....Seems a reasonable take on equality and fair to me.

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