The ADgenda: this week's most offensive advert

Fifty years of Flash.

Flash is waving a red rag to a bull, gleefully taunting the British female population with its 50th birthday celebrations. Not content with enraging Londoners with its Underground advertising campaign during the Olympics ("Imagine London is your flat and the world's your mum. Don't you want to clean your flat ready for your mum's visit?"), which resulted in otherwise dead-eyed commuters spluttering with indignation at the idea that their city is a shithole the rest of the time (and that's just fine by the corporate fat cats) but once the global eye was momentarily resting on this little backwater, it was time metaphorically to shove your dirty dinner plates under the sofa.

The saccharine theme song jauntily bounces over the top of a montage of housewives with fixed smiles concentrating very hard on wiping a bin lid with a cloth. Years pass but the dedication to their womanly duty remains – all that alters is the height of the hairdos.

Fifty years down the line, it's worth taking a look back at the world Flash was born into. It's 1962 and a large proportion of the female population has managed to shake off the stifling 1950s pristine housewife tag. These women are about to embark on an adventure of discovery – exploring their bodies, experimenting with drugs and pushing the limitations of gender boundaries. 

Meanwhile, amid all this societal flux, a new cleaning product is being launched, the makers of which take one look around at the newly bohemian landscape and promptly set to work putting women back in their place. Know your limits. So this is what Flash is celebrating and they have a lot to celebrate. Fifty years later, millions of bottles are still being sold despite no attempt whatsoever to give a voice to the thousands of families who don't conform to mummy cooking in the kitchen, daddy smoking in the lounge. The first female prime minister, the contraceptive pill and the slow crawl towards equal pay in the workplace have all come to pass and the Flash ad execs have staunchly dug their heads deeper into the sand. Progress? Pah. Gender liberation? Bloody hippies. Fifty years of Flash, 50 years of tired old stereotypes.

A woman's work: a 1960s housewife. Chaloner Woods/Hulton Archive/Getty Images
Getty
Show Hide image

The private renting sector enables racist landlords like Fergus Wilson

A Kent landlord tried to ban "coloured people" from his properties. 

Fergus Wilson, a landlord in Kent, has made headlines after The Sun published his email to a letting agent which included the line: "No coloured people because of the curry smell at the end of the tenancy."

When confronted, the 70-year-old property owner only responded with the claim "we're getting overloaded with coloured people". The letting agents said they would not carry out his orders, which were illegal. 

The combination of blatant racism, a tired stereotype and the outdated language may make Wilson seem suspiciously like a Time Landlord who has somehow slipped in from 1974. But unfortunately he is more modern than he seems.

Back in 2013, a BBC undercover investigation found 10 letting agent firms willing to discriminate against black tenants at the landlord's request. One manager was filmed saying: "99% of my landlords don't want Afro-Caribbeans."

Under the Equality Act 2010, this is illegal. But the conditions of the private renting sector allow discrimination to flourish like mould on a damp wall. 

First, discrimination is common in flat shares. While housemates or live-in landlords cannot turn away a prospective tenant because of their race, they can express preferences of gender and ethnicity. There can be logical reasons for this - but it also provides useful cover for bigots. When one flat hunter in London protested about being asked "where do your parents come from?", the landlord claimed he just wanted to know whether she was Christian.

Second, the private rental sector is about as transparent as a landlord's tax arrangements. A friend of mine, a young professional Indian immigrant, enthusiastically replied to house share ads in the hope of meeting people from other cultures. After a month of responding to three or four room ads a day, he'd had just six responses. He ended up sharing with other Indian immigrants.

My friend suspected he'd been discriminated against, but he had no way of proving it. There is no centrally held data on who flatshares with who (the closest proxy is SpareRoom, but its data is limited to room ads). 

Third, the current private renting trends suggest discrimination will increase, rather than decrease. Landlords hiked rents by 2.1 per cent in the 12 months to February 2017, according to the Office for National Statistics, an indication of high demand. SpareRoom has recorded as many as 22 flat hunters chasing a single room. In this frenzy, it only becomes harder for prospective tenants to question the assertion "it's already taken". 

Alongside this demand, the government has introduced legislation which requires landlords to check that tenants can legitimately stay in the UK. A report this year by the Joint Council for the Welfare of Immigrants found that half of landlords were less likely to rent to foreign nationals as a result of the scheme. This also provides handy cover for the BTL bigot - when a black British tenant without a passport asked about a room, 58 per cent of landlords ignored the request or turned it down

Of course, plenty of landlords are open-minded, unbiased and unlikely to make a tabloid headline anytime soon. They most likely outnumber the Fergus Wilsons of this world. But without any way of monitoring discrimination in the private rental sector, it's impossible to know for sure. 

Julia Rampen is the editor of The Staggers, The New Statesman's online rolling politics blog. She was previously deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines.