Why Iain Duncan Smith is wrong on child poverty

Relegate the relative measure? Only if we want to pretend that poverty is something else altogether.

When is child poverty not child poverty? When it is measured using the relative poverty indicator if Iain Duncan Smith is to be believed today.

We use a range of different measures to assess poverty in the UK, but the one that we pay the most attention to, and that most often captures the headlines, is the relative poverty measure.

This indicator sets the poverty line for the UK at 60 per cent of the median household income (which is then adjusted to take into account a household’s composition and size). In other words, if a child lives in a household with an income less than 60 per cent of this national average, they are considered to be living in poverty.

This measure generates what look, at first glance, like counter-intuitive outcomes under some conditions. In 2010/11, for example, we witnessed declining average incomes in the UK but at the same time, a reduction in the numbers living in poverty. How, some have asked, can there be less poverty in a situation when we are all worse off?

The answer, of course, is simple. To achieve decreases in relative poverty in a period of declining median incomes such as now we have to protect the incomes of those at the bottom more robustly than those elsewhere in the distribution. It’s the right thing to do because children in these households are most vulnerable to further falls in income.

And this is exactly what the last government did. For example, as late as 2010 Labour introduced a disregard for child benefit in housing benefit and council tax benefit calculations. As a result, low income families were able to keep the whole of their child benefit payment, rather than watching it be offset against other forms of assistance.

In contrast, the coalition is cutting support for families left, right and centre. The value of working tax credit, child tax credit, child benefit and housing benefit have all been eroded in the last two years, with many more cuts to come. It is no surprise, then, that the Institute for Fiscal Studies projects that child poverty will begin to rise again from 2012/13.

Here, perhaps, lies the reason why Duncan Smith objects so vigorously to the relative poverty measure. As a minister expected to preside over the period when the thirteen-year downward trend in child poverty is predicted to turn back in the opposite direction, it may be no surprise that he is trying to change the yardstick against which the coalition will be measured.

No single indicator is perfect: all have strengths and weaknesses. But the great advantage of the relative measure is that it recognises that poverty goes far beyond existential basics, and instead is a question of being able to participate in the society within which we are situated. If children cannot enjoy the products, services and experiences which are the norm today, we should regard them as living in poverty.

That said, we all recognise the relative poverty measure does not capture all aspects of poverty and that other indicators provide useful information that can be read alongside. This is why the Child Poverty Act (CPA) 2010 requires the government track progress against three other key indicators: persistent poverty, material deprivation and absolute poverty. It is also why we concern ourselves with many other measures of child wellbeing in the UK. 

But the CPA goes further. Not only does it require us to measure progress against indicators other than relative poverty, it also demands that the government develop a child poverty strategy that addresses a host of ‘drivers’ beyond financial support. So rather than skew policy priorities towards welfare payments as suggested, the CPA actively requires government to consider parental employment, parenting skills, physical and mental health, education, childcare, social services, housing and social inclusion as part of its programme of action to address child poverty.

To claim, then, that the relative measure doesn’t tell us anything about the lived experience of poverty is nonsense.  And to suggest it is driving the wrong kind of policy to the exclusion of other areas is a misunderstanding of the CPA and the requirements on the strategy for which Duncan Smith is responsible.

Let’s supplement the measure by all means. Let’s explore the interesting relationships between income poverty and a range of other indicators. But relegate the relative measure? Only if we want to pretend that poverty is something else altogether.

Work and Pensions Secretary Iain Duncan Smith arrives for a Cabinet meeting at 10 Downing Street in London. Photograph: Getty Images.

Lindsay Judge is senior policy and research officer for the Child Poverty Action Group.

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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