Debilitamiento al derecho de integridad personal de la mujer en publicidades de contenido sexista.

Abstract

Freedom is the basis of every human action however; this individual freedom is limited when we live in a society with more people that what the same rights as we do. On one hand, we have the exercise of free decisions that will be present in the performance of human acts and in case of the advertising contracts, where the right of contractual freedom is analyzed in matters advertising and its limits. On the other hand, we have delved into the right to personal integrity and its four spheres, these being physical, mental, moral and sexual integrity. We will analyze the tight of personal integrity in sexist advertising, the responsibility of media, the role of woman in such advertisements, state intervention in order to protect the right of personal integrity of woman and finally, this right as a limit to the exercise of free actions in advertising of sexist content. Our system has individual inalienable rights limited to the law, which also sets its limits in order to maintain public order. All the aforementioned rights are deployed from the right to freedom, but what is the limit that we talk so much about when we come across the right to contract in sexist advertising? the right to personal integrity of women. It is here where we can see that such advertising has affected a collectivity, promoted violence and attacked an essential and inalienable right of the Constitution that will always prevail to maintain public order in Ecuadorian society.