Why I think Ed Balls “gets it”

We need a robust leader who can defend Labour’s legacy, and I think Ed is that leader.

When Gordon Brown announced he was standing down I was genuinely open-minded about who to support in the Labour leadership contest. I'd not given the matter of his successor much thought; I wanted Gordon to win the election for Labour, and stay as our leader and our prime minister, and all my energies were focused on helping him achieve that end. Neither did I have strong feelings of antipathy towards any of the likely candidates. Indeed, I liked and respected them all. (Still do, for the avoidance of doubt!)

So I was starting from a clean slate. But then I read an article by Ed Balls in the Guardian which set out why we had lost the election and how he felt we'd lost touch with our voters over the years. "They thought we weren't on their side any more," he wrote. And I thought, to use a phrase that is already becoming well worn: "He gets it."

I then met with Ed, for a long chat, and that same phrase kept coming into my mind. He gets it. He "gets" what people were saying to me on the doorstep in the election campaign. He understands why the aspirational working class, who we fought hard to win back from the clutches of Thatcher in the early days of New Labour, had started deserting us in droves, and, more importantly, he understands why and how we need to win them back.

I also liked his focus on bread-and-butter issues, and his ability to communicate like a "normal" person. He didn't talk in vague buzzwords, or as if he was addressing a Fabian seminar (or Progress or Compass, to keep things even-handed!). He talked about real issues, and real people, and real communities, not an abstracted version of those things. And his instincts on many of those issues were right.

And, of course, he's intelligent and experienced and decisive and strong. All the qualities we need in a leader. Some say he's too combative, and it's clear that of all the shadow ministers he is going to thrive in opposition. He's been the first to take the fight to the Tories.

Yes, he gets far more flak from them than other leading Labour politicians, but I think he should wear that as a badge of honour. We need a leader who is robust in defence of Labour's legacy, and strong in his challenge to those who seek to destroy it with their cuts.

But we also need someone who will lead Labour back into government. Someone who has learned the right lessons from the past 13 years and from really listening, properly listening, to what voters are saying. Ed has already started on that journey.

He fought a tough campaign in his new constituency, and has had hundreds if not thousands of those "on the doorstep" conversations. It's why he gets it -- because he gets them: his people, his voters. He's tough enough not to pander to people if he thinks they're wrong. He's principled enough not to take up false positions in the hope of personal advantage. But at the same time he realises that the ordinary voter matters.

It would be very easy in opposition to embark on a period of navel-gazing, to turn inwards, to publish pamplets and hold seminars, to talk about the voters instead of talking to them. But it would be wrong to do that. We need to start the fightback now: to expose the new government with vigour and determination; to present a coherent alternative; and to reconnect with our lost voters. And I think Ed's the person to do that.

Kerry McCarthy is MP for Bristol East. She blogs here,and can be found on twitter as @KerryMP

Kerry McCarthy is the Labour MP for Bristol East and the shadow foreign minister.

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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