Cameron has promised what he cannot deliver on social exclusion

We need to recognise the limits to the state's ability to solve complex social problems.

In the dark, panic-fuelled days following last summer’s riots, David Cameron made a knee-jerk pledge to turn around the lives of 120,000 "troubled families" by the end of this parliament. The promise presented a neat policy solution to calm the moral panic that followed the disturbing mix of child criminality, mindless destruction and deprivation brought to the fore by the riots.

Cameron is not the first politician to make sweeping promises in a bid to reassure the public and get tough on social disorder. Even more ambitious vows were made by New Labour on coming to power in 1997 to mend the decayed social fabric of the country after years of Tory rule. Tony Blair famously pledged to "eradicate child poverty" and Peter Mandelson spoke in 1997 of his vision for New Labour to "end social exclusion". Unsurprisingly, given the scale of these ambitions, the Blair and Brown governments fell short in achieving them, despite significant gains. But it is not so much the scale of these undertakings, as the way in which they perpetuate the illusion that it is in the gift of the state to achieve them that is their undoing.

Take, for example, the Family Intervention Projects (FIPs) begun under New Labour that Cameron’s "troubled families" policy is based on. The government stressed that the projects were excellent value for money in preventing or reducing anti-social behaviour (ASB) in 8 out of 10 cases. They provided much needed one-to-one support for families struggling with serious social problems. But a later evaluation found that in less than a year ASB returned in just over half of families and that this was primarily related to mental health problems.

In fact, 80 per cent of the FIP families in this study had mental or physical health problems, yet a further report found that only 11 per cent of families received professional psychiatric treatment or counselling and only 35 per cent received parenting classes. Another study of FIPs in Leicestershire found that none of the participants could explain what the purpose and objectives of the support they were receiving were.

The projects were undoubtedly doing excellent work, but in some cases, without creating a sense of ownership or drawing on the agency of these families and addressing the root causes of their problems, the projects hit their target but missed the point, which was for families to sustain lasting change. The lesson of this period for today has to be to recognise the limits of a hubristic state to ‘solve’ complex social problems.

It is unlikely, given the political capital staked on it, that the coalition’s troubled families scheme will be allowed to be seen to have failed. Though it has fewer resources available to spend per family than the FIPs and a vastly higher number of families to "turn around" to reach the much criticised target of 120,000 families in time for the 2015 election (FIPs helped 5000 people at their peak in 2010), the Troubled Families Unit itself will evaluate the overall impact of the programme and some of the success criteria will be measured subjectively. The assumption that there is a link between these families and the riots has barely been challenged despite no real evidence to support it. But what exactly is the point of the government setting targets it has little real control over achieving anyway?

Both right and left need to rethink the way in which government tackles deep social problems and also how they do ‘tough love’ politics. Obvious as it may sound, politicians must grasp that it is only individuals with the right support, not governments, that can turn their lives round. This means a greater understanding of what leads to genuine, sustainable change for those individuals, whether that is through a greater sense of ownership and control over shaping outcomes or using limited resources differently to provide longer term and more specific support.

It also means thinking about whether central government pledging to ‘deliver’ an end to hard, long running problems in lives of the most disadvantaged is the best way to show it is getting tough on social disorder or to legitimise spending money on the most vulnerable and least popular groups, which is ultimately what these commitments are about.

Interviews with key figures inside Labour and on the right for a review of New Labour’s social exclusion agenda, soon to be published by IPPR, suggest that unrealistic pledges on complex social problems can erode instead of deepen public trust and are likely to be a thing of the past. The coalition may well prove to be the last government to make promises on tackling extreme disadvantage that are not within its power to achieve. This may be no bad thing both for the people they aim to support or for British politics.

Clare McNeil is a senior research fellow at IPPR.

Twitter: @claremcneil1

A scene from last year's riots in Hackney on August 8, 2011 in London. Photograph: Getty Images.

Clare McNeil is a senior research fellow at IPPR.

Twitter: @claremcneil1

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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