The Ministry of Equality Turns Customer Reviews of Sex Workers into a Complaint

Jun. 30, 2026

In an era when any experience can be rated with a single click, the Spanish Government’s Ministry of Equality is launching an awareness campaign developed by Ogilvy Spain that denounces one of the most alarming symptoms of the normalization of prostitution in today’s society: that men who pay for sex publicly review, compare, and recommend sex workers on digital platforms, just as if they were rating a restaurant or a hotel.

This piece stems from a very specific unease. Not prostitution as an isolated phenomenon, but what it says about us as a society when a man can sit down, open Google, and leave a five-star review of a woman’s body—without hiding, using his full name. What once existed in silence has found, in the digital age, a normalized platform. And that normalization is precisely what this campaign is about.

A first-person account

The centerpiece revolves around the voice-over of a sex worker who narrates, in the first person, how the reality of the prostitution industry has changed in the digital age. “There was always silence around this. Not anymore. Now people recommend us. They rate us. They compare us.”

Over this narrative are gradually superimposed real reviews taken from digital platforms: star-studded texts, with the coldness of someone evaluating a consumer experience. "For the price you pay, it's excellent." ★★★★☆. "Erica 10/10." ★★★★★. "You can do it raw." ★★★★★. What was once whispered now shouts across the screen.

A piece structured as an in crescendo

The audiovisual piece is structured in three sections that build upon one another. The first begins with abstract, atmospheric images of women we cannot quite identify. The viewer still doesn’t know what this is about. And that is exactly the point.

The second segment introduces the first concrete elements: an unmade bed, a motel facade, neon signs. Reviews begin to appear, narrated through the images. In the third and final segment, the women look directly at the camera, and multiple reviews are shown simultaneously, creating a in crescendo effect.

The piece deliberately avoids advertising language. It moves between the editorial and the documentary, with an aesthetic that combines the contemplative and the raw. A vacant lot on the outskirts of the city—out of sight, just like what the piece is about—and a motel serve as spaces laden with meaning that require no explanation.

Shifting the focus: From the victims to those who sustain the system

The campaign addresses a strategic objective of the Ministry of Equality: to shift responsibility onto those who fuel the prostitution system. Historically, the focus has been on women in prostitution; this initiative shifts it to pimps and men who pay for sex, holding them directly responsible for what the Ministry defines as the cruelest form of sexual exploitation and slavery that persists in our society.

According to data from the Ministry of Health and the CIS, one-third of men in Spain admit to having paid for sex.

The campaign will be broadcast on television, radio, in print, on digital media, social media, outdoor advertising, and in movie theaters, in Spanish, Catalan, Galician, Basque, and Valencian, with subtitles, audio description, and sign language.