Clegg: “My kids don’t know I smoke, so please don’t tell them”

The Deputy PM on AV, broken promises, emotion and the dreaded weed.

There are some interesting nuggets in Andrew Rawnsley's interview with Nick Clegg in this morning's Observer. Rawnsley himself picks out Clegg's comments on the AV referendum for his own column – David Cameron and George Osborne panicked that a Yes vote would cause trouble with the Tory right and so decided to "throw the kitchen sink" at keeping the current electoral system – but some of the softer, more human, stuff is likely to get greater pick-up.

As we discovered with Jemima Khan's recent interview with the Deputy PM, it's the personal, not the political, that intrigues – "Why are the students angry with you, Papa?" and "he cries regularly to music" compelled in a way that Clegg's views on the Arab spring did not.

In the same vein, take this exchange on Clegg's well-known smoking habit:

Is he still smoking? "A little bit." That sounds like the sort of fib people tell to their doctors or partners. How much is a little bit? "Not much. No, not much. Three. Maybe three. Sometimes four. I never have smoked that much. I smoke only in the evenings, out of sight, when the children are asleep."

They don't know he smokes?

"No, no. So please don't tell them."

You hide in the garden?

"Yes, I hide in the garden. No, hide is the wrong verb. I cower. I cower."

Miriam gives him a hard time about his habit. Has he tried to quit? "Not much. Not right now." He pulls a face which begs for mercy. "Can I please have one little private sin which I can keep to myself?"

As Rawnsley notes, a "less open and more artful politician would have not allowed himself to be drawn into conversation about his smoking". This candidness – the anti-politician – was part of the Clegg charm that worked so well a year ago.

That it works less well 12 months on is, of course, more to do with what voters perceive as his broken promises. The central motif for this has been the picture of Clegg holding a large "No to tuition fees increase" pledge card. But perhaps this party political broadcast, from 13 April 2010, sums up the sense of betrayal best, featuring as it does a high-minded Clegg declaring "an end to broken promises and the beginning of a new hope".

If you want to know how Lib Dem HQ feels about this broadcast, try to embed the official version on to your own blog. You can't. "Embedding disabled by request," YouTube tells us.

No prizes for guessing why.

Jon Bernstein, former deputy editor of New Statesman, is a digital strategist and editor. He tweets @Jon_Bernstein. 

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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