Consumer’s awareness: actions targeted at a respectful treatment of women in advertising in Poland

Kozłowska, Anna

Consumer’s awareness: actions targeted at a respectful treatment of women in advertising in Poland

Abstract

The paper presents the fi rst attempts at the Polish consumers’ dialogue with enterprises concerning a particular social issue which is violating dignity and discrimination against women in advertising. One of the main tools that the consumers may use in this area is the already mentioned possibility to make a complain to the organization dealing in protection of consumer’s rights.