Why Miliband and Blair can now share a platform

As Blair has moderated his stance on the deficit, Miliband has opened his door.

Those understandably alarmed by the announcement that Tony Blair will return as an "adviser" to Labour will presumably be relieved to learn that his remit is limited to how Britain can maximise its "Olympic legacy". As Labour List's Mark Ferguson writes, "If the party is going to fall out over what Tony Blair thinks we should do with a velodrome, we’re in real trouble…". 

Yet the political symbolism of Ed Miliband's decision to share a platform with the former prime minister at last night's Labour fundraising dinner should not be underestimated. In the early months of Miliband's leadership, when he distanced the party from Blair's stances on Iraq, the economy, tuition fees and civil liberties, the two would never have appeared in such close proximity. Blair's memoir, A Journey, in which he echoed the coalition's stance on deficit reduction, was seen as confirmation of his toxic status.

But Blair has since privately indicated that he agrees with Ed Balls's critique of the government's austerity programme as self-defeating. In his view, the coalition is going "too far, too fast". As a result, Miliband is far more comfortable about appearing in public with Blair. Having already put clear red water between himself and the former prime minister, he is confident that Blair's return will not be seen as evidence of a shift to the right. 

Where Blair and Miliband continue to differ is on the future of capitalism. While Miliband believes the neoliberal model has fundamentally failed, Blair believes it can be revived. As the latter recently told the Evening Standard, "I understand that some people think the financial crisis has altered everything. And the mood is against this. Personally I don't think that's correct." But Blair is not alone in such thinking. While Miliband and Balls are at one on the need to limit austerity, the shadow chancellor is more sceptical of his leader's call for a new economic model.

Beyond this, one other thing is clear: Blair, like the rest of Westminster, has been forced to recognise Miliband as a potential future prime minister. As he said last night:

There is a rulebook in politics that goes something like this: Labour governs. Labour loses. Tories take over. Labour goes crazy. Tories carry on governing.

Time to re-write that script.

Actually it is being re-written by them and by us. They’re on their way down. We’re on our way up.

That Blair can now state with conviction that Labour, not the Tories, will win the next election is evidence of the transformation in Miliband's political fortunes.

Tony Blair talks with Ed Miliband during a service to mark the Diamond Jubilee. Photograph: Getty Images.

George Eaton is 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