By law, anybody can discriminate in favour OF, but not AGAINST!  

Many years ago racism reared it's ugly head where one team of equal opportunists decided to come on clever with ads for The Milky Bar Kid

"Why is the Milky Bar Kid white?  We want somebody of ethnic minority to play the part instead to advertise your chocolate!  

The owners of Milky Bar played it right and told the equal opportunists they were NOT prepared to be dictated to in the name of political correctness - all adverts for Milky Bar then ceased and quite right too!