Osborne's anti-green crusade is self-defeating

The Chancellor appears intent on strangling one sector of the economy that is growing.

On the very same day it emerged that our economy has worsened and shrunk in the worst double-dip recession for fifty years, one sector of the British economy that is bucking the trend, providing new growth and jobs, is now under siege from the Chancellor.

According to the CBI this month, green business accounted for more than a third of all UK growth last year. In a keynote speech a couple of weeks ago CBI chief John Cridland said:

The choice between going green and going for growth is a false choice. Green and growth do go together...  The UK’s low-carbon and environmental goods and services market is worth more than £120bn a year. That’s equivalent to more than eight per cent of GDP… It’s made up of some 50,000 firms, between them employing 940,000 people - two-thirds outside London and the South East – across many different sectors.

You would think the Treasury would be delighted by this story of green jobs and British business success. Certainly William Hague recognised the political and economic attractiveness of this sector. A few months ago he wrote privately to the Prime Minister and his Cabinet colleagues, “The low carbon economy is at the leading edge of a structural shift now taking place globally … we need to stay abreast of this, given our need for an export-led recovery and for inward investment in modern infrastructure and advanced manufacturing.” Hague continued, “I believe we should reframe our response to climate change as an imperative for growth.”

But instead of heeding this advice and welcoming new clean tech investment in the UK, the FT’s Jim Pickard revealed on Monday how George Osborne has been secretly demanding Lib Dem Energy Secretary Ed Davey ditch renewable energy programmes as well as essential 2030 goals aimed at driving investment into advanced energy technologies and reducing carbon emissions from electricity generation. The leaked letter exposed how in an attempt to woo a narrow minority of frustrated Tea Party Tory backbenchers, the Chancellor has been seeking to pull the rug from under Britain’s clean energy industries for petty party politicking.  

The chairman of the energy and climate change select committee, Conservative Tim Yeo told the BBC: “The Treasury has clearly intervened in the draft (energy) bill in a way that will put up bills to consumers and put off investors by increasing their risks.” He added, “Under the guise of reducing bills for consumers, the chancellor will actually be increasing consumers' bills…I don't know if the back-benchers realise this but surely the Treasury does - yet it keeps pressing on with an action that's clearly political to assuage MPs who don't like turbines in the countryside.” It may also have a lot to do with his cosy relationship with the gas lobby.

The same Osborne who in opposition pledged, “I see in this green recovery not just the fight against climate change, but the fight for jobs, the fight for new industry,” has instead been fighting to abandon the framework his own advisers says is required to make carbon emission reductions set out in the Climate Change Act, and axe the schemes designed to boost the wind industry.

He’s turned the green economy and almost a million jobs into a political football, but the Chancellor’s anti-green crusade extends beyond interfering with just the energy brief. His efforts to appease his more swivel-eyed backbenchers means Osborne has even had his people briefing against the Transport Secretary Justine Greening for her principled refusal to U-turn on the expansion of Heathrow airport.

After the failed woodland sell off, the furore over planning reforms that looked like a developers’ charter, the plans to shoot badgers and capture buzzards, the Green Bank that isn’t actually a Bank at all, the taxpayer hand-outs to the oil and gas industry – and now most important of all, the Chancellor’s attacks on our national climate change commitments, David Cameron’s huskies are long slayed. But when will Nick Clegg and the Liberal Democrats stand up and say enough?

George Osborne has a "cosy relationship with the gas lobby". Photograph: Getty Images.

Joss Garman is associate fellow on climate change and energy at the Institute for Public Policy Research (IPPR).

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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