Five questions answered on report criticising the government’s rural broadband rollout plans

We were promised super-fast broadband - where is it?

The National Audit Office has raised concerns over the government’s delayed roll out of superfast rural broadband. We answer five questions on the report.

What are they key criticisms of the report?

Mostly that the scheme is two years behind its original schedule. Only nine out 44 rural areas are expected to reach targets for high superfast internet by 2015, with another four potentially missing an extended 2017 deadline.

The office is also concerned that BT would be the only firm likely to win contracts and thus benefit from £1.2bn of public funds as a result. It also raises concerns over the government’s ability to negotiate fair contracts with BT.

If the scheme is delayed does the report think it will cost the taxpayer more?

Yes.

Originally Culture Secretary Jeremy Hunt pledged to have internet speeds above 24 megabits per second available to 90 per cent of premises in every local authority of the UK by May 2015 for £530m, plus funds added by local councils.

Last week the treasury revised its plans, stating that it wanted 95 per cent of UK properties with access to superfast broadband by the end of 2017, and pledged another £250m more to meet this goal.

The report states that the: "government is not strong at taking remedial action to guard against further slippage".

There have also been claims that the Department for Culture Media and Sport (DCMS) does not have a proper grip on the programme and that BT is being unclear about costs.

What are other people saying?

Labour MP Margaret Hodge, who is the chair of Parliament's Public Accounts Committee, speaking to the BBC said: "Opaque data and limited benchmarks for comparison means the department has no idea if BT is being reasonable or adding in big mark ups.”

What has the DCMS said?

"We agree that effective enforcement of the contracts is important and are working with local authorities to ensure this," a spokesperson told the BBC.

"As the NAO report makes clear, the project's funding model greatly reduced the cost and financial risk to the taxpayer."

What has BT said?

"There was strong competition when prices were set at the start of the process and that has ensured counties have benefited from the best possible terms," the company told the BBC.

"Deploying fibre broadband is an expensive long-term business and so it was no surprise that others dropped out as the going got tough."

However, the report states that there had already been one instance where the company had been caught overcharging the government for management costs of £3m. It also pointed out that some of BT’s figures are largely based on assumption.

Fibre-optic cables - the tools of the trade. Photograph: Getty Images.

Heidi Vella is a features writer for Nridigital.com

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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