For example, in Finland (among other countries), independent non-governmental anti-discrimination institutions monitor the protection of human rights in the mass media and advertising. Such an institution may be instrumental in achieving the strategic objective of the Beijing Platform for Action to “promote a balanced and non-stcreotyped portrayal of women in the media”.39 This institution could be composed of lawyers, journalists, publishers, media representatives, advertisers and representatives of women’s organisations; its goals would be to uphold the protection of women’s rights in reporting and advertising, without infringing upon freedom of speech, publication, press or media. With respect to the portrayal of women in the media and the protection of their dignity and rights, governments may consider the governmental initiative launched in 2005 by Morocco (Box 7.10).