European Athletics issues new guidelines to prevent sexualisation of female athletes
European Athletics and major broadcasters have launched new guidelines to stop the sexualisation of female athletes in media coverage.
New Media Standards
European Athletics has collaborated with broadcasting partners to implement strict protocols designed to protect female competitors from inappropriate media treatment. The initiative aims to shift focus away from physical appearance and back towards athletic performance and sporting achievements.
The guidelines target how cameras frame athletes, the language used by commentators, and the selection of imagery in promotional materials. By establishing these standards, governing bodies hope to foster a more respectful environment for women in professional sport.
Core Objectives of the Guidelines
The framework addresses several specific areas of media conduct to ensure professional integrity during international competitions. Key focus areas include:
- Camera Angles: Preventing the use of shots that focus on specific body parts rather than the action of the sport.
- Commentary Style: Discouraging the use of sexualised or superficial descriptors when discussing female competitors.
- Social Media Conduct: Setting expectations for how official accounts and broadcasters interact with athlete imagery.
- Interview Protocols: Ensuring questions remain relevant to training, tactics, and competition results.
Impact on Professional Athletics
The move comes as part of a wider movement within international sports federations to combat gender bias and objectification. For female athletes, the presence of such guidelines is intended to reduce the psychological pressure of being judged on physical aesthetics rather than technical skill.
Broadcasters have committed to integrating these standards into their production workflows. This ensures that during major championships, the visual and verbal presentation of the event aligns with the values of equality and professional respect.
Broader Context in Sport
While these measures are specific to athletics, they reflect a growing trend among global sporting organisations to address the disproportionate scrutiny faced by women. The implementation of these rules marks a formal step in regulating how the media portrays female talent on the world stage.