Editorial:Instituto Nacional de Defensa de la Competencia y de la Protección de la Propiedad Intelectual
This document is a diagnosis on gender stereotypes in consumption and advertising in Peru. On that subject, the diagnosis has two main objectives: i) to know what actions are being developed nationally and internationally in order to achieve genuine equality between men and women in consumer relations and advertising practices; and ii) to propose recommendations to strengthen those actions in order to contribute to gender equality in the country. It should be noted that this diagnostic contributes to Priority Objective 6 of The National Policy on Gender Equality, which seeks to reduce the incidence of discriminatory socio-cultural patterns in the population. Additionally, it is framed in the guiding principle of equality and non-discrimination of the National Policy on Consumer Protection and Defense. It also contributes to the fulfillment of the Sustainable Development Goal No. 5. Although this document seeks to adopt an intersectional approach that is inclusive with sexual and gender diversity, the analysis is focused in examining relationships between men and women, as well as gender stereotypes regarding what is masculine and feminine.