How to "flaunt" it: A brief guide to baby bumps

You don't just go about your life when you're pregnant. You "debut" your bump, and then "flaunt" it.

Baby bump: a stomach swollen to beyond its usual size due to the presence of a fetus. Precise size of bump will vary, dependent on age of fetus, genetic heritage of stomach owner and sheer bloody randomness. And, um, that’s about it as far as baby bumps are concerned, only that’s not saying much. So here are some further facts I’ve compiled, mainly out of annoyance at all the inexplicable admiration that the Duchess of Cambridge is getting merely for having a small one:

  • If you are famous, it is not possible merely to go out and about while in possession of a bump. You “debut” said bump, then “flaunt” it. To be fair, you might then go on to do a nude magazine cover with arms “tastefully” covering your tits but at this point why not? Might as well be hung for a sheep as a lamb.
  • Small bumps are, generally, good.* For instance, if you’re the Kate Middleton-as-was it’s really classy. Reporters can’t shut up about how petite it is, with the Express claiming that Kate “will be the envy of many pregnant women as she’s still modelling a tiny figure despite being six months gone”. Meanwhile reality TV star Kim Kardashian “blooms”, that is to say she is distastefully large. So too are Jessica Simpson, Lara Stone and “Channing Tatum’s wife Jenna Dewan” – pregnant porkers, one and all. Bet William’s relieved he didn’t pick one of them to produce his heir.
  • It is possible to “dress” a baby bump. For instance, in this picture Kate has dressed her bump in a “gorgeous blue cocktail dress”. Unfortunately she’s ended up having to put the rest of herself in it as well – meaning it doesn’t look any different from just her wearing a dress – but it’s the thought that counts, at least until they develop invasive intra-uterine styling.
  • Alongside housing a fetus, one of the main purposes of a baby bump is for use in advertisements for body lotion and financial services. Or any other advertisement seeking comic effect via the owner of a bump grumpily demanding rubbish food combinations in the early hours of the morning.
  • Once you have a baby bump, you are public property in a way that you weren’t previously. People will smile benevolently, even take the liberty of patting your stomach. It’s annoying, yes, but worth remembering that those who beam at you on the bus one week will be glaring at you the next if you dare to stagger on with a screaming newborn. So you still have to “enjoy” it while you can.
  • Baby bumps can be used for making political statements. You could write “100% pro-choice” on yours. Or “future anarchist leader”. Or you could just put “baby on board”, “under construction” and/or “it started with a kiss”. But know that I will judge you for it.
  • Once a baby is born, a baby bump becomes part of what is known as “baby weight” i.e. that weird, liminal fat that clings to a woman’s post-pregnancy body but isn’t really her. According to Grazia, you can “get rid of your post-baby mum tum with the Gowri Wrap […] an elasticated corset that helps restore your pre-pregnancy stomach” and costs £75. Or you can just not. Personally I’d recommend not.

So those are my baby bump facts. Personally I miss having one but do appreciate the whole “being able to lie on your own stomach” thing. And also the “being able to get drunk” thing. And there’s also the “having the actual children around” thing. So yes. Swings and roundabouts, really.

*Small bumps are sometimes rubbish and a sign that you’re a bad mother who’s not taking care of herself aka her baby (see Kate Moss)

This post first appeared on Glosswitch's blog here

The Duchess of Cambridge "flaunting" her bump while John Bishop tries to plant a tree. Photograph: Getty Images

Glosswitch is a feminist mother of three who works in publishing.

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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