Title VII of the Civil Rights Act of 1964 prohibits discrimination in employment on account of sex, race, color, religion, or national origin. To achieve the great potential of Title VII for securing social and economic gains for women workers, as well as others, the law must be interpreted with wisdom and perspective, vigorously administered and enforced, and widely publicized. Because one-third of the national work force is women, one-tenth of all family-heads are women and nearly half of these earn less than $3,000 annually, unemployment rates are higher for women than men, and average earnings are less, and Negro women have been victims of both sex and race discrimination, assurance of equal employment opportunity is of direct and immediate concern. Reasons for not hiring women based on assumptions of comparative employment characteristics of women in general, assumptions of sex prejudice of clients, or stereotype characterizations are not bona fide occupational exceptions. Advertising which expresses sex preference or limitation is also unlawful except when the employer can show a bona fide occupational qualification. (FP)