Is Sky News biased against Labour?

No, is the short answer. Balls and Prescott are wrong.

During my period as a producer at Sky News, between 2005 and 2007, I used to answer the question, "Where do you work?" from members of my wife's family in the United States with the line: "A channel called Sky News. It's the British equivalent of Fox News."

What I meant, of course, was that Sky News is, like Fox News, a 24-hour rolling news channel, available on satellite and via cable, and part of Rupert Murdoch's global media empire. But in style and in substance, of course, it is nothing like the pro-war, pro-Republican, pro-Palin Fox News Channel (FNC).

For a start, we have Ofcom (which the Tories want to abolish!) and Ofcom would never allow such blatant, on-air bias in this country (God bless Ofcom!). Indeed, I defy you to find me a single anchor or reporter on Sky News who bears even a passing ideological resemblance to Bill O'Reilly, Glenn Beck or Sean Hannity.

But the Labour Party and some of its more credulous supporters seem to be insinuating -- or, in the case of Ed Balls and John Prescott, explicitly claiming -- that Sky News has a pro-Tory, anti-Labour bias.

Here's what the Children's Secretary said to me in his constituency on Saturday:

I travel to Yorkshire on the day the Guardian has endorsed the Liberal Democrats and the Times the Conservatives. Are the media united against a Labour victory? "The BBC has fought valiantly to be fair and balanced, but Sky News and most of the newspapers are deeply partisan." He criticises the Murdoch-owned broadcaster and the right-wing press again later in the interview. "This election is much more open than the newspapers and Sky News suggest. The polls are very tight."

And here is John Prescott, on the Guardian's Comment is Free, in the immediate wake of "Bigotgate":

Yet again, the dying Murdoch empire is doing all it can to influence a British election . . . But today, the Murdoch family reached a new low in their desperate attempt to turn the election for the Tories. News International's Sky News broadcast a private conversation between Gordon and his staff . . . What Murdoch's Sky News did today was just as bad as his paper's phone-hacking. It was a breach of privacy. It was underhand. And it was done in the pursuit of ratings and political influence.

This is absurd. Yes, Sky News broadcast the conversation in "pursuit of ratings". That's a given. And, I should add, you could argue that there was also a genuine public interest defence. Also, does anyone honestly believe ITV News wouldn't have done the same?

But to accuse Sky News of pursuing "political influence" is a desperate claim. There is no evidence whatsoever to suggest there is a co-ordinated anti-Labour, pro-Conservative campaign on the part of Sky News. John Ryley, the Sky News boss, Chris Birkett, his executive editor, and Jonathan Levy, the head of the broadcaster's political unit in Millbank -- all of whom I consider friends of mine -- are not Tories, and, if they are, they've done a damn fine job of hiding it from me and countless others.

Adam Boulton, meanwhile, is the semi-sympathetic biographer of Tony Blair -- and married to Blair's former "gatekeeper", Anji Hunter. Oh, and to those of you who have never worked in a TV newsroom, let me be very clear: Rupert Murdoch doesn't ring up each evening to discuss and decide the running orders with Messrs Ryley and Birkett. In fact, in my two years at Sky News HQ in Isleworth, Middlesex, Murdoch Sr physically turned up just once -- and, that too, to open a new building, not to pontificate on day-to-day editorial matters.

Labour critics of Sky News might point to last night's events at Methodist Central Hall, where Gordon Brown gave perhaps the best speech of the campaign so far, while Sky News chose to cover the lone anti-nuclear protester, rather than the speech itself and the impressive performance from the PM. It was a bad decision -- but again, in my view, this reflects Sky's sensationalist and perhaps understandable desire for ratings, upsets, gaffes and "incidents", rather than an explicit, pre-planned, anti-Brown agenda.

Left-wing conspiracy theorists can sleep in peace. The Sun is fighting a partisan, pro-Cameron, ant-Brown campaign. So, too, is the Times, with its propagandistic picture of Sam Cam lying in Dave's arms on its front page today. But Sky News remains, as far as I can see, free of party political bias.

All you could accuse it of -- maybe! -- is being part of a wider British press pack that has gullibly, lazily and perhaps subconsciously bought David Cameron's guff about change, momentum and inevitablility. If that's the case, the the BBC is equally guilty. But I repeat: Sky News is not the Sun. To compare the two is just silly.

Mehdi Hasan is a contributing writer for the New Statesman and the co-author of Ed: The Milibands and the Making of a Labour Leader. He was the New Statesman's senior editor (politics) from 2009-12.

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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