The 1% should recognise a big fortune is usually built on good fortune

Stop weeping about the £600,000 you take home every year shrinking by a few thousand. It is offensive to the people who survive on a hundredth of that, says Alex Andreou.

“The rich already pay their fair share,” said millionaire David Cameron in response to millionaire Andrew Marr.

This is a sentiment echoed by a number of Conservatives in the last few days. In support, they present figures which show that the top 1 per cent contributes a higher percentage to the total tax take than others. But what struck me was how all commentators persisted in only using percentages.

What about actual figures? Let’s talk numbers.

I will be extremely generous. I will make the assumption that we live in a world where a talented, expensive accountant cannot create a dozen shell companies in exotic places to hide income. I will make the assumption that this top 1 per cent declares every penny it makes and pays full tax on it.

I will accept every assumption made by John Redwood MP – the self-appointed chartered accountant of this Borg collective. I will use 2009-2010 confirmed HMRC figures to avoid charges of manipulation or error.

The total number of taxpayers in the UK is just shy of 30 million. The top 1 per cent is, therefore, 300,000 people. Total income declared across the UK was £870bn. Of that, £121bn was made by the top 1 per cent. The total income tax received was £145bn, of which £40.5bn was contributed by this top-earning 300,000 people. This yields an effective average personal tax rate of 33.5 per cent.

This leaves the top 1 per cent with an average annual personal income, after tax, of £268,000. Over a quarter of a million, on average, each year. It might be “chicken feed” to Boris Johnson, but it is a lot of money to most of us.

Let’s look at a smaller slice, still – the six thousand people in the UK who have a personal income of a million or more. After all personal tax deductions, they are left with over £600,000 a year. It would take a UK person on the median income over 30 years to make what the lowliest of these six thousand people make in a year. A whole working life. 

The additional insidious suggestion by David Cameron, the cause of much mirth at Tory Conference, was that by choosing to tax this top slice less he was not gifting them a tax-break, because “when people earn money, it’s their money”.

The implication being that this money was not made using the work of low-paid people forced to claim benefits to supplement their income; not made using the roads, airports and ports we all pay for; not made by all of us buying their goods and service; not made under the protection of the same police, fire and health services we all paid for.

No. This money magically came into existence out of the very same anatomical orifice of these “doers” and “risk-takers” out of which the sun, evidently, shines. A result of their entrepreneurship and get-up-and-go; nothing else.

Theo Paphitis is an interesting case study – held up perpetually as an example of that archetype. A few months ago, he was asked on Question Time what motivates him. He said it was the will to create things, to grow his companies, to employ people, to make his mark. Ten minutes later the panel was discussing the top rate of tax. He said that if personal tax was increased on those making more than a million, he would up and leave the UK.

So, which is it? Pick one, Theo. You cannot claim the mantle of wealth-trickling sainthood, while clinging on to every obscene penny with bony, Scrooge-like fingers, under threat of imminent departure for Barbados. You cannot claim that your wealth is the result of your hard work alone, while consistently calling it “my kids’ inheritance” on Dragon’s Den. What will they have done to deserve their share of your £170m estimated worth, when you’re no longer around?

None of us, including Cameron or Paphitis, would look at a couple in which one partner said “you’re at home raising the kids – no more hand-outs, you leech” with anything other than disgust. None of us would look at a wealthy family which refused to pay for its kids’ education or kicked out granddad when he became ill and think “bravo – tough love”. All of us admired how a community came together, took time off work, with no thought for their own self-interest, to look for a missing six-year-old.

At what point, precisely, do these qualities of selflessness, compassion and solidarity cease to be attractive? At what point do the rules change and we go from individual, couple, family or community to UK plc? Tax is simply the state’s expression of these qualities. A recognition that a big fortune is built, at least in part on good fortune, be it of birth, education, health or position.

The idea that everyone’s tax pays for a tiny percentage of benefit scroungers, is not only manifestly absurd, but damaging to the nation and destructive to one’s own morale. Isn’t it better to assume that your tax bought a wheelchair, educated a talented but disadvantaged kid, saved a diabetic, paid for a great teacher – which it does the vast majority of the time?

So, stop moaning about percentages. Stop weeping about the £600,000 you take home every year shrinking by a few thousand. It is offensive to the people who survive on a hundredth of that. Count your blessings and help those who have not had such good fortune; not to the tune of whatever percentage you consider fair, but as much as you can. Do the right thing. It is the only meaningful way to “make your mark”.

An Occupy protester in an Anonymous mask. Photograph: Getty Images

Greek-born, Alex Andreou has a background in law and economics. He runs the Sturdy Beggars Theatre Company and blogs here You can find him on twitter @sturdyalex

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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