David Davies is a lecturer in criminology at the University of Sussex, UK.

• Chapter 1. Gender Stereotypes: A Contemporary Legal Problem, Current EU legislative framework Excavating the Past: The Goods and Services Directive 2004/113/EC Concepts, Themes and Frameworks, i) Legal Frameworks, ii) Conceptual and theoretical frameworks, iii) Socio-legal methods, iv) Images and Imaginations, v) Beyond the two-way mirror: developing a feminist perspective , vi) National Perspectives and Legal Cultures, Chapter 2. EU Competences, Introduction, Anti-discrimination competence, Gender equality competence, Post Lisbon – new and old inequalities, The Emerging European Media Competence, EU media and advertising competence, Advertising regulatory standards and free movement case law, Conclusion, Chapter 3. EU Gender Regime: Gender Stereotypes as a New Form of Discrimination, Introduction, International law, The Goods and Services Directive, The Audio-Visual Media Services Directive, The Digital Services Act, Soft law, i) The European Women’s Lobby, ii) The FEMM Committee, iii) European Parliamentary Opinions, iv) The European Advertising Standards Alliance, Conclusion, Chapter 4. Theorising Gender Stereotypes, Introduction, Doing, performing and scripting, We ‘do’ rather than ‘are’, All the world’s a stage, Exit stage left, Parameters of performance, Front stage as gender(ing) performance, Advertising: making the familiar strange, Observing themes in gendered advertising, Conclusion, Chapter 5. Teenage Voices, Introduction, Mothers, What’s for tea, love? Mother the multitasker, Motherhood and irony, Women on the verge, The objectified self, Resistance and mockery, Conclusion, Chapter 6 Sweden, Introduction, Normative legal instruments, Conflicting legal principles, The Swedish system of government, Freedom of expression, The 'golden child' of Europe for gender equality, Self-regulation in Sweden: from prohibition to pillory, The Reklamombudsmannen, Conclusion, Chapter 7 Spain, Introduction, From dictatorship to democracy, Towards gender equality and the politics of la nueva via, The Gender Violence Act, Ryanair case, Self-regulation: Autocontrol, Austerity and the re-emergence sexual violence and femicide, Conclusion, Chapter 8 The UK, Introduction, Gender equality, Self-Regulation: Advertising Standards Authority, The Advertising Standard Authority’s ethical codes, The American Apparel ruling, The Protein World ruling, The Asda Ruling, New 'harm and offence' rule, Conclusion, Chapter 9 Conclusion