Necessary standards of non-discriminatory advertising in Ukraine

In the article the necessity of non-discriminatory advertising standards on the basis of the article, the history of the concept of "sexism"; the constituents of the concepts of gender and gender stereotypes, especially the use of stereotypes in advertising; the necessity of correctness and ethicality of advertising on a social level; the regulatory framework of promotional activities and functions of advertising self-regulation.It is proved that the non-discriminatory advertising standards on the grounds of gender can contribute to self-regulation in a professional environment, advertisers and marketers, the harmonization of socio-economic relations in society by preventing discrimination.