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THINK
56 • PPB • MAY 2015
FAST FORWARD
ABOUT THAT BUSINESS MODEL …
THINK
TRADE SHOWS INTERVENE IN THE WIDESPREAD USE OF “BOOTH BABES”
BY TAMA UNDERWOOD
HAT’S WRONG WITH scantily-clad booth babes, er, promotional models?
A lot, if you’re exhibiting at the RSA Conference, an annual show for information security profes-
sionals. Producers for this year’s event in San Francisco added dress code guidelines to exhibitors’ con-
tracts that all but ban the practice of hiring provocatively dressed booth attendants.
The guidelines instruct exhibitors to wear business
or business-casual attire and restrict excessive displays of
cleavage; tank tops, halter tops, camisoles or tube tops;
miniskirts or dresses; shorts; Lycra or other second-skin
clothing; and objectionable or offensive costumes.
Linda Gray, event manager for RSA Conferences,
told “We felt that including this
language in the exhibitor contracts was the best way to
ensure all exhibitors were made aware of these new
guidelines. We thought this was an important step
towards making all security professionals feel comfort-
able and equally respected during the show.”
The RSA Conference isn’t the first to make moves
against promotional
models. The Penny
Arcade Expo in the
U.S., Eurogamer Expo in England and the China
Digital Entertainment Expo & Conference have all instituted exhibitor dress codes.
The Consumer Electronics Show (CES) has for years been under pressure to
limit promotional models at its show—the world’s largest—but has so far only
issued warnings advising exhibitors that promotional models may reflect poorly on
their exhibits.
A CES representative told the media: “We do not want to create and impose
arbitrary or unenforceable rules, or worse, inch our event towards a Talibanesque
ban on exposure of skin.”
While trade shows debate the merits and logistics of cracking down on reveal-
ing clothing, brands may naturally start drifting away from the practice. Aside from arguments that they objectify women, a
PPB Reader Poll found half of respondents don’t even notice promotional models at shows.
TRADE SHOWS
W
PPB READER POLL
How do you feel about promotional
models, aka "booth babes"?
0% They’re essential to the trade show
experience.
50% I don’t really notice them.
50% They’re totally unprofessional.
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