The figure revealed that complaints related to the advertisement have surpassed 500.
The Democratic Women’s Movement (MDM) has filed complaints with the ERC and the Commission for Gender Equality on the same issue, as confirmed by an MDM official.
Sandra Benfica disclosed via phone that they have received “reports since Sunday from numerous individuals who have seen this ad on all three channels,” prompting them to file complaints against SIC, RTP, and TVI.
MDM argues that the airing of the video, titled “Obrigado, Mãe,” seriously breaches legislation such as the Advertising Code, which in its Article 7 prohibits ads containing discriminatory or offensive elements, including those against women’s dignity. The Television Law’s Article 27 states television content must respect fundamental rights without promoting hate speech or discrimination.
The Gender Equality Law stipulates that any commercial communication perpetuating gender stereotypes or violating women’s rights can be sanctioned, according to Benfica.
MDM has also informed the television managements about the complaint.
“The dishonesty in the narrative presented in the video attacks not just the hard-won rights, but perpetuates a logic of women’s culpability, moral offense against women,” Benfica stated.
On Monday, the Escolha association, supporting the Voluntary Termination of Pregnancy (IVG), lodged a complaint with the ERC on the same grounds, arguing TVI’s airing breaches Television and On-Demand Audiovisual Services Law No. 27/2007.
Escolha also demanded Media Capital, owner of TVI, to immediately terminate its advertising agreement with Miguel Milhão (Guru Mike Millions) and remove any mention of the video clip.
The video “Obrigado, Mãe” is by Guru Mike Millions, as per his YouTube channel.
MDM’s statement on the entrepreneur, owner of a sports nutrition company, claims “Miguel Milhão is a repeat offender in misogynist, ultraconservative, and anti-democratic rhetoric,” asserting “his political and business project is deeply hostile to women’s rights, choice freedom, and human dignity.”
“He uses economic power to try to impose a fundamentalist and obscurantist view on women’s bodies—as if we belong to the state, religion, or employer. We do not,” the statement added.
