The intention of this thesis is to gain a greater understanding, to how communicators who has been convicted for gender discrimination by The Swedish Advertising Ombudsman, view their own creative process and their ethical responsibility in society. With their answers we hope to be able to approach a greater understanding of why sexism in the advertising industry still occurs. To approach the question we have conducted qualitative semi-structured research interviews with communicators involved in the creative process of advertisements that have been convicted by the Swedish self-regulatory organization, The Swedish Advertising Ombudsman for gender discrimination. Our question is focusing on their creative process for the current ad, personal values and responsibility and how the conviction has affected them and their future processes. In the result we found out that external factors such as time, money and the client had a major role in the process but also in their general work. Most of the respondents answer to only themselves when they make moral judgements and they generally have a misplaced view of the definition of gender discrimination, or sexism. All respondents agree that communicators, including themselves, have an impact on our society but they do not consider their own work to be a part of reproducing values and stereotypes. Almost all respondents express a strong distrust for The Swedish Advertising Ombudsman where most of them do not agree with their decision. The convictions haven’t lead to any major consequences, although, most of the respondents claimed that they will spend more time reflecting about their ads before publishing it. Some of the respondents also said that they are going to ask the client twice if they really want to publish this work, even though it’s a risk that it might be convicted for gender discrimination. Many of these factors shows that the conviction has not led to any major consequences.