Spanish Institute for Women warns of sexism in food advertising

The Spanish Institute for Women, an autonomous body under the Ministry of Equality, has issued an alert regarding the persistence of sexist practices in food and catering advertising. In a report titled ‘Anatomy of an Objectifying Message. Food and Catering Sector. When the female body becomes the product packaging’, the institution calls on brands to revise their advertising strategies.

Based on complaints received by the Observatory for the Image of Women (OIM) between 2025 and 2026, the report found that 6.58% of complaints were related to the food and catering sector. Common practices identified include the use of sexualized models with suggestive poses or clothing, and audiovisual techniques designed to eroticize consumption, such as focusing on specific body parts or using slogans with sexual double meanings.

Beyond sexualization, the report highlights a recurring association between women and weight control, diets, and the consumption of ‘light’ or ‘0% calorie’ products, which the institution warns reinforces unequal social imaginaries.