Morning Call: pick of the comment

The ten must-read pieces from this morning's newspapers

1. This is not class war (Guardian)

The Schools Secretary, Ed Balls, uses the first working day of the new year to launch into pre-election rhetoric. Labour has always fought for the many, not the few, he says, and Tory claims to do the same are a con trick

2. A simple way to keep law and order -- make everyone kiss and cuddle (Telegraph)

Over at the Telegraph, the Mayor of London, Boris Johnson, writes a light-hearted piece arguing that people are often frustrated by a complicated justice system when all they want is an apology.

3. China -- handle with care (Daily Telegraph)

The emotional condemnation that followed the execution of Akmal Shaikh is exactly the wrong way to deal with the world's next superpower, writes Malcolm Moore from Shanghai. Britain's tone must emphasise respect, although it may not agree with all of Beijing's policies.

4. The west's preaching to the east must stop (Financial Times)

Meanwhile, at the FT, Ronnie Chan argues that the west must get used to the new global reality -- it will not be as dominant as it was in the past, which could result in a better and safer world.

5. The world must tread carefully in Yemen (Independent)

The terror threat from Yemen cannot be ignored, but other countries must ensure that, before anything else, they do not make matters worse.

6. The war on terror has been about scaring people, not protecting them (Guardian)

The ease with which the plane bomber could operate exposes the vacuity and recklessness at the heart of the US response to 9/11, says Gary Younge. Measures have done little to protect us, but much to radicalise ever-growing numbers of people.

7. Britain doesn't need a dose of shock therapy (Times)

Commentary on Britain's economy has come to resemble tabloid reporting on the World Cup, argues Bill Emmott. We'll have to endure some pain over the next few years, but ignore the pundits -- the economy isn't a basket case.

8. Well done, P D James. But will the BBC get the message? (Independent)

Yasmin Alibhai-Brown says she loves the BBC, but the most prestigious political programmes and documentaries are not open to "people like us".

9. Belching cows can help to rescue our planet (Times)

Although the prodigious methane output of cattle is bad for the environment, Graham Harvey puts forward the argument that their grazing on grass will soak up carbon.

10. Unlearnt lessons of the Great Depression (Financial Times)

The Princeton academic Harold James analyses parallels between now and the Great Depression of the 1930s, and considers the lessons we should learn from this.

 

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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