How do you solve a problem like admissions?

The dilemma of introducing a higher grade at A-level

University admissions will always be a tricky business to manage. Ensuring fairness amongst a large number of stakeholders, all aiming to get the best deal, is no easy feat. The main problem with admissions is that it is predominantly based on A-level results or equivalents which aim to reflect ability but also reflect consequences of fortune and privilege which the applicant cannot control. This is a problem inherent in the current system but the introduction of A* grades at A-level, part of government reforms to 14-19 education, is set to make the situation even worse.

The motivation behind its introduction is an acknowledgment that top Universities are finding it increasingly difficult to differentiate between applicants who all have 3 ‘A’ grades. The A* will enable Universities to identify the best candidates and therefore make it easier for them to make their offers.

However the situation is not that simple and it is important that the access implications of introducing the A* are fully realised. The Aldwych Group in particular, which represents students at the research-intensive Russell Group of Universities, has come out against the introduction of the A* because of its potential adverse affect on widening participation. The argument for our opposition is based on the reasonable assumption that the students who will benefit most from the A* introduction will more likely come from the independent sector and/or privileged backgrounds.

A student from a privileged background at an independent school, who has the advantage of small classroom sizes, the best teachers and private tutoring is already more equipped to achieve the top grades and is even more likely to be in that top percentile who will achieve the prized A*. Contrast that to the student from a local comprehensive who studies hard to achieve an A grade but hasn’t had the advantages just listed and may just miss out on the A*.

The answer to this initial problem is to suggest that the local comprehensive student be given a lower entry requirement than the independent school student. This levels their equality of opportunity and enables them both to attend a University that reflects their potential academic ability. However, that just creates an even bigger problem.

Suppose the independent school student achieves three A* grades and is not offered a University place due to heavy competition, while the local comprehensive student is accepted with three A’s. Is this system any more just? Has the first student again been penalised for factors for which they cannot be held responsible (e.g. their privileged background and financial status of their parents)?

The solutions for admissions to highly competitive institutions aren’t readily available but the introduction of the A* doesn’t seem to be the answer. The universities of the Russell Group will be forced to use it as a way of separating ‘extremely good’ candidates from ‘excellent candidates’ and inevitably it will be students from non-traditional and widening participation backgrounds who will be most disadvantaged. Of course, no single institution will opt out of using it for fear it might suffer in the competitive market of admissions. It is up to us to put pressure on the Russell Group to reject this bit of legislation across the board, for the sake of fairness and diversity.

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA