What do the Labour Party conference, Glastonbury and sex have in common?

They’re good to watch on TV but it’s better to be there.

Conference has a special atmosphere, even in the difficult times. The superficial thrill of seeing national politicians and TV pundits wandering around the streets adds to it. The pleasure of feeling part of something relevant and important is deeply satisfying. As is being able to drink lots of free booze.

One of my guilty pleasures is observing the different types of people you get at Conference. Here are just a few…

Call of the mild

Who’s that pretending to take a call while wandering into shot? The political equivalent of the blokes on Booze Britain who can’t walk past a camera without being lairy, these individuals try to be more subtle. They’ll drift into view with their phone firmly stuck to their ear but their eyes give it away. They’re looking right at the camera. See if you can spot a mate doing it. Every year I wish someone would shout “oi oiii” at Andrew Neill. Every year I’m disappointed. Please, if you’re going, do it for all of us.

Out of office

Former leaders and ministers can breeze about at a slower and more relaxed pace than they used to. They look happier and less tired. Well, most of them do. Others feel awkward about being there and wear the embarrassed expression of someone who’s discovered their flies have been down all afternoon.

A load of stunts

In any other week of the year trying to grab a politician’s attention with an inflatable sperm would seem like madness. Not here. It appears to be the rule that each member of staff on an exhibition stand has to have ridiculous gimmick. What’s even more amazing is that politicians will flock to these bizarre photo opportunities like looters to JD Sports. “You’re campaigning against Sunday trading so you want me to put a rat on my head? Sure.”

Drink Tank

“Hi, I’m Lawrence Howitt from BS Public Affairs, we’re hosting a thought event about citizen engagement via online packages that click through to a consultation matrix, would you like to come along?”

“Will there be free booze?”

“Yes”

“I’m there”.

Suffer these tieless types for they will feed and refresh you.

Deja Who?

“Yes, we’ve met before” they say after you introduce yourself. If you have met them before you’re always impressed that a shadow cabinet minister has remembered you. If you haven’t met them before, you’re left questioning your sanity. For years I thought there must have been something particularly memorable about me as the great and the good always seemed to know who I was. It was upon meeting George Osborne that my world changed. “Yes, we’ve met before” he said. It was impossible so the words rang around my head. “Why would he say that if we hadn’t?” I thought. Then it hit me. They all do it. “Son of a…”

Glare in the community

Characterised by their rigid posture and thousand-yard stare, this particular breed of political animal is deeply insecure. They want you to think “hey look at that guy swanning around, I bet he’s dead powerful and charismatic”. What you’ll really think is “what a tool”. It’s not that these individuals are bad, it’s just status is the only thing that validates their existence. Which makes for dreadful conversation. Listen out for their trademark inflection when they utter dull phrases such as “we need to work on messaging”.

The protest with the mostest

“You what mate? Chewing gum is made out of human waste and old trainers? No I won’t ‘like’ your Facebook group”. Avoid placard wavers at all costs. No good ever comes from talking to them. Have you ever heard someone say “you know what, I’m really glad I spoke to that woman over there covered in lamb’s blood and sawdust, she really opened my eyes about education policy”?

Of course there are plenty of normal people who go to conference, but they’re no fun to spot.
 

Ed Miliband and Ed Balls at the party conference. Photograph: Getty Images

 

Matt Forde is a stand-up comedian and talkSPORT presenter. He also writes for 8 Out Of 10 Cats, Stand Up For The Week and Russell Howard’s Good News. He recently performed his critically-acclaimed show ‘Eyes to the right, nose to the left’ at the Edinburgh Festival. He used to work for the Labour Party.

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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