The Swedish Women’s Lobby launched its Ad Watch campaign in 2013 as an initiative against sexist advertising. The objective of the campaign is to work against gender-discriminatory advertising practices by having the public act as a ‘watch dog’ and submit examples of sexist advertisements they come across in daily life.

The aim of the project was to introduce the campaign in the other Nordic countries, beginning with Norway and Denmark. The project also included a review of the Nordic laws against sexist advertising, and suggestions for improvements of regulations and implementations were provided to Nordic ministers.

The project participated in Talk Town in Copenhagen in spring 2016. The agenda also included a number of activities for the advertising industry and the public intended to promote knowledge about sexist advertising. A report, “Sexist advertisement in the Nordic countries – An evaluation of regulations and implementation”, was presented in September 2016.