The Dale Farm eviction is the ugly side of localism

Both central and local government are failing in their roles as a guarantors of minority rights.

The Dale Farm case reminds us of the limitations of unadulterated localism. For the eighty families of Dale Farm about to be forcibly evicted in the coming days, the 'deadening' hand of the central state might be a welcome reprieve from the whip hand of the local.

Localism is buzzword of the political age, summing up the zeitgeist in no more than four syllables. The government, in its unending quest to free local authorities from control of the things they don't care about, has allowed unprincipled local authorities to abandon the people they don't care about, with equal vim.

The Traveller community, long a target for legitimated discrimination, has felt the full force of this bonfire of regulation. Evidence submitted to the CLG Select Committee enquiry into abolishing regional strategies suggests that the removal of a strategic approach to Gypsy and Traveller accommodation provision will result in lower pitch allocations. The consequence of this could be an increase in Gypsy and Traveller unauthorised sites which are estimated to cost local authorities approximately £18m a year in eviction costs alone. Moreover, clauses 91, 92 and 93 of the new local authorities bill states that Local Planning Authorities (LPAS) will no longer be required to submit their local development schemes to the Secretary of State (91), that LPAs will no longer have to implement inspectors' recommendations (92) and that LPAs will no longer be required to send their annual reports to the Secretary of State.

These changes promise to make a bad situation even worse. According to the Commission for Racial Equality more than 90 per cent of traveller planning applications are initially rejected compared to 20 per cent overall. Local authorities have clearly failed this community that only numbers between 15,000 and 30,000 people. IPPR research proposed a sensible solution seven years ago, including the treatment of permanent and transit sites as social housing and the establishment of a special purpose registered social landlord to run them. But to add insult to injury, last year's emergency budget removed the modest £30 million in place to support the establishment and development of traveller sites.

In the current situation both central and local government are failing in their roles as a guarantors of minority rights. There are just 3,729 caravans on unauthorised sites in the whole of England with a further 13,708 caravans on council and private sites. In 2009, the Human Rights Commission estimated that 'the entire Gypsy and Traveller population could be legally accommodated if as little as one square mile of land were allocated for sites in England.'

For the more unscrupulous and cash-strapped local authorities the pressure from established residents is often great, as we've seen this week in Basildon, where over 85 per cent support the council's actions. Vanessa Redgrave and the Bishop of York are all very well and good but they are a poor substitute for proper legislative oversight, ensuring that a council can't abuse a group with little political power. So where does this leave localism?

IPPR North research proposed a framework of efficiency and effectiveness to enable tough decisions about service provision to be made. Based on the principle of subsidiarity, where it appears local authorities are unable to take decisions in the interests of the wider good, such matters need to be resolved at a more strategic level. In the absence of regions this may well now need to be nationally. But we also argue for a set of 'national minimum outcomes' - some simple statements made by central government (unlike targets mind) against which local service providers can be held accountable. Such sophistications may run against the unfettered localism promulgated by the government but in this case we need to balance localism with fairness.

Lewis Goodall is Researcher at IPPR North

Photo: ASA
Show Hide image

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