Copyright and intellectual property

Unless otherwise specified, Women’s Health Victoria owns the intellectual property rights (including, but not limited to, copyright) in the shEqual website (‘the website’) and Women’s Health Victoria owns the intellectual property rights in all information and materials (‘material’) on the website.

Women’s Health Victoria encourages use of material on the website by students, academics, researchers, policy-makers and interested members of the public. Subject to the following, Women’s Health Victoria gives permission for material on the website to be quoted or reproduced for non-commercial use, subject to the Terms of use, provided that the information is not changed or added to without the consent of Women’s Health Victoria, and that Women’s Health Victoria is acknowledged as the copyright holder. Suggested attribution is provided below.

Linking from other sites

No permission is required to share links to the website on other websites or social media. The preferred link is: 

You may link to this website provided that you do not:

– assert or imply that Women’s Health Victoria endorses your website, your product or your service;

– use the website for any commercial purpose.

We may request that you remove the link to the website from your website or from your social media channel if these conditions are not satisfied.


The website (as a whole):

Women’s Health Victoria (2020) shEqual [Website] Women’s Health Victoria, Melbourne. Available from:

Specific page (example):

Women’s Health Victoria (2020) Gender stereotypes. In: shEqual [Website] Women’s Health Victoria, Melbourne. Available from:  

Materials that include content or data from the website (e.g. custom infographics):

Based on material from the shEqual website, © Women’s Health Victoria. Accessed on: DD/MM/YYYY.

Copyright in ads shown on the website

The website contains images, videos, text and other materials from advertisements created by third parties (‘third-party advertising material’). Third-party advertising material is included on the website for the purposes of criticism and review of, and research and study into, gender portrayals in advertising, in order to educate the advertising industry and the public about the harms caused by gender inequality in advertising.

To read more about shEqual’s mission, visit About us.

To read WHV’s research into the impacts of sexist advertising, click here.

Copyright in third-party advertising material shown on the website remains the property of the copyright holder. In most cases this will be the brand owner.

Women’s Health Victoria has made every effort to acknowledge copyright owners and include attributions where possible. Owners of copyright in third-party advertising material used in the interactive feature on the ‘Get Real’ page of the website are acknowledged in a downloadable document on that page. Owners of copyright in third-party material used elsewhere on the website are listed below.

Please contact us if you have any queries or concerns about copyright in third-party advertising material.

Third-party websites 

The website may contain links to external websites. The views or opinions stated in the external websites do not necessarily reflect those of Women’s Health Victoria. Women’s Health Victoria takes no responsibility for the content of the external websites. Please refer to the Disclaimer for further information.

Our copyright policy does not extend to these external websites. You should check the copyright policy for each external site where relevant.

Copyright owners of advertising material used on the shEqual website 

Third-party advertising material has been included on the shEqual website to educate the advertising industry and the public about the harmful impacts of certain types of gender portrayals in advertising, in particular: under-representation of women in advertising in general, and women of diverse backgrounds in particular; use of gender stereotypes; and sexualisation and objectification of women.

Get Real

For copyright information about the advertisements used in the interactive feature on this page, please click here.

Cash Out, SportsBet, 2016


This advertisement highlights the predominance of men and underrepresentation of women in advertising.


Wagyu Burger, Ribs and Burgers, 2018
Andie MacDowell for L’Oreal, Cosmair Inc, 2000


These advertisements demonstrate the underrepresentation and/or stereotyped representation of women of colour and older women in advertising.

Gender stereotypes 

Miracle Ham, Aldi, 2019
Breakfast in Brisbane, Sofitel, 2018
Put time back in your day, Pine O Cleen, 2012


These advertisements demonstrate the use of gender stereotypes in advertising, featuring women as care givers and homemakers, and as less intelligent than men.

Luvabella ad, Big W, 2019
Black & Decker, Big W, 2019


These advertisements demonstrate the use of gender stereotypes in toy advertising.

Sexualisation and objectification

Rihanna Rogue Fragrance, Parlux Fragrances, 2014
Smokin’, Jagger and Stone, 2020
Now Open, American Apparel, 2012
Sex!, General Pants, 2011
Lynx shower gel, Unilever, 2012
Olympea & Invictus Aqua, Paco Rabanne, 2015
Billabong, 2017
Valentine’s Day, Natan, 2014
Office party time, Honey Birdette, 2017


These advertisements demonstrate the use of sexualisation and objectification of women in advertising.

Brand & business 

Special K #OwnIt, Kellogg, 2016
Viva La Vulva, Libresse, 2018
Fearless girl, State Street Global Advisors, 2017
Always like a girl, P&G, 2014


These are positive examples of advertising that challenges gender stereotypes and sexualisation of women.


#BloodNormal, Libresse/Bodyform, 2017
Fit in, General Pants Co, 2016


These advertisements are related to the content of the article with which they appear and are included for the purpose of criticism or review.