Cameron's referendum gun is firing blanks

The Prime Minister cannot negotiate effectively in Brussels and give his MPs what they want at the same time

David Cameron’s position on whether there should be a referendum on Britain’s membership of the European Union is an entirely rational one. That isn’t to say he is doing the right things at European summits or has the right policy. It is simply an observation about the tricky position he is in, having to negotiate simultaneously in Brussels with fellow heads of government and in Westminster with his own party.

The two sets of demands are incompatible. In Brussels, the Prime Minister wants to influence the evolution of European institutions as they adapt to the single currency crisis. He needs to preserve British influence without signing up to any more political or economic integration. That balancing act gets harder when his continental counterparts think the UK is determined to sabotage their efforts and is, in any case, striding towards the exit. That is precisely the message that would be transmitted by a premature commitment to a referendum regardless of what comes out of current negotiations.

Tory Eurosceptics, meanwhile, argue that the prospect of a referendum will focus the minds of the PM and the rest of the EU, making it clear that the final deal has to be a good one for Britain ...or else. That view rests on the uncertain premise that other European countries desperately want to avoid a British exit. Diplomatic patience with the UK is running thin. Besides, seasoned observers of the Tory right (at home and abroad) recognise that the end game for many MPs is exit no matter what concessions are wrung from Brussels. Why should Angela Merkel or François Hollande offer David Cameron favours on the basis that it might help him control his party and buy a renewed mandate of the UK’s EU membership when they know perfectly well that it won’t?

But Cameron can’t simply tell his party to shut up and wait and see what he has negotiated before demanding a referendum. Tory MPs don’t trust his pledges on Europe and want some indication that the plebiscite they crave will materialise. So he has to indicate that he recognises the need for a vote without actually stating that there will definitely be one. Britain’s membership of the EU really ought to be ratified by a national vote but there isn’t much point asking the question until the terms of that membership are settled and they are now, thanks to uncertainty over the single currency, in flux. That is Cameron’s position and, as I say, it is reasonable given the political constraints he is under.

The most aggressively eurosceptic section of the Tory party, however, is minded to be unreasonable. I don’t mean that in the pejorative sense of ‘irrational’. I mean their patience has run out and they don’t want excuses. They feel Cameron has been given the benefit of the doubt on Europe in the past and has been flaky on the subject. (In fact he has been extraordinarily accommodating.) His promises to deliver something – maybe - at an unspecified point in the future are worthless currency in the Conservative ranks.

There is no great diplomatic advantage in sounding off about a referendum; if anything it weakens Britain’s negotiating position. Nor does the vague promise of a referndum do very much for non-aligned voters with other things on their minds. So the only point of even talking about a vote is as a gesture to the Ukip-leaning tendency and the only gesture that will satisfy them – a clear irreversible commitment to an in/out question - is one the Prime Minister cannot make. It is, in political terms, as if Cameron has pulled out a gun to look all macho eurosceptic when everyone knows he is firing blanks.

David Cameron "can’t simply tell his party to shut up and wait and see". Photograph: Getty Images.

Rafael Behr is political columnist at the Guardian and former political editor of the New Statesman

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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