A grim poll for the Tories

Labour lead up to eight points as Tory support falls to just 33 per cent in new Populus poll.

David Cameron is said by some to have emerged almost unscathed from the Liam Fox imbroglio and last week's terrible unemployment figures. But the latest monthly Populus/Times poll (£), the first to be conducted since Fox's resignation, makes grim reading for the Prime Minister. Labour's advantage over the Conservatives is up from four points to eight points, the party's largest lead in a Populus poll since the election-that-never-was in 2007. By contrast, the Tories' share of the vote is down to just 33 per cent, their worst Populus figure in this parliament. Regardless of whether you take into account the likely effect of the boundary changes, George Osborne wouldn't get the majority he craves on these figures. And there's little to cheer the Lib Dems, who are down four points to just 8 per cent, their lowest figure since Populus started polling for the Times in 2003.

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Latest poll (Populus/Times) Labour majority of 94 (uniform swing).

There is also some evidence that Fox's resignation has damaged the Tories' reputation. The number saying that they are "honest and principled" has dropped from 36 per cent in September to 30 per cent this month, while the proportion saying that they are "competent and capable" has fallen from 48 per cent last month to 42 per cent now.

However, it isn't all bad news for the Tories. Cameron and George Osborne are still rated as a better economic team than Ed Miliband and Ed Balls (a remarkable political achievement given that the economy hasn't grown for nine months), although their lead has fallen from 18 per cent in June to 13 per cent in September. The full data tables aren't available yet but the Times reports: "This drop is particularly pronounced among women, where the lead fell from 20 per cent to 11 per cent over the same period, and from 28 per cent to 9 per cent among skilled manual workers (C2s)."

New Statesman Poll of Polls

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Labour majority of 50 (uniform swing).

Yet so long as the Conservatives retain their lead on the economy and Cameron is rated as a better leader than Miliband, the Tories will be confident of clawing back Labour's lead. As I always point out, personal approval ratings are often a better long-term indicator of the next election result than voting intentions. Labour frequently led the Tories under Neil Kinnock, for instance, but Kinnock was never rated above John Major as a potential prime minister. As the economy enters a new and dangerous phase, it will be worth watching to see whether these ratings begin to swing in Miliband's favour.

P.S. Conversely, the latest YouGov poll puts Labour's lead at just three points. Miliband's party is on 40 per cent, the Tories are on 37 per cent, and the Lib Dems are on 9 per cent.

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