Cameron's aim is to make it ever harder to challenge unfair cuts

The implications of the PM's plan to abolish equality impact assessments and restrict judicial review.

What lies behind David Cameron's latest bonfire of the regulations? One of the main, if largely unspoken, aims is to allow the government to introduce unfair spending cuts - and to ensure that they can't be challenged. Under equality law, the government is currently required to assess "the likely or actual effects of policies or services on people in respect of disability, gender and racial equality". But in his speech to the CBI's annual conference, Cameron announced that equality impact assessments, established after the Macpherson report into the murder of Stephen Lawrence, would be scrapped on the grounds that since there are "smart people in Whitehall who consider equalities issues while they’re making the policy", we don't need "all this extra tick-box stuff." Thus, ministers will no longer have to prove that they have taken into account the effect of policies on the disabled, women, and ethnic minorities - you'll just have to take their word for it.

In some respects, Cameron's announcement is merely a formalisation of existing practice. Since coming to power, the government has regularly flouted equality law and refused to carry out impact assessments. In August 2010, the Fawcett Society brought a legal challenge against George Osborne's emergency Budget after the government failed to assess whether its measures would increase inequality between women and men. Of the £8bn of cuts announced in the Budget, £5.8bn fell on women.

Earlier this year, the Equality and Human Rights Commission criticised the government for not considering the impact the benefits cap would have on women, the impact cuts to bus fare subsidies would have on disabled people, and the impact the abolition of the Education Maintenance Allowance would have on ethnic minorities (almost half of children from ethnic minorities live in low-income households).

At present, any groups disproportionately effected by government cuts, are able to seek a judicial review (as the Fawcett Society did). But Cameron intends to make it ever harder for them to do so. In his speech today, the PM announced that he would reduce the time limit for people to bring cases, charge more for reviews, and halve the number of possible appeals from four to two.

So, not only has Cameron increased the scope for discriminatory cuts, he has acted pre-emptively to ensure that there's even less we can do about it. As ever, one wonders, where are the Lib Dems?

smart people in Whitehall who consider equalities issues while they're making the policy. We don't need all this extra tick-box stuff.

Read more: http://www.belfasttelegraph.co.uk/news/local-national/uk/cameron-pledge-on-equality-rules-16239455.html#ixzz2CfZZKGdo

smart people in Whitehall who consider equalities issues while they're making the policy. We don't need all this extra tick-box stuff.

Read more: http://www.belfasttelegraph.co.uk/news/local-national/uk/cameron-pledge-on-equality-rules-16239455.html#ixzz2CfZS2EHh

smart people in Whitehall who consider equalities issues while they're making the policy. We don't need all this extra tick-box stuff.

Read more: http://www.belfasttelegraph.co.uk/news/local-national/uk/cameron-pledge-on-equality-rules-16239455.html#ixzz2CfZS2EHh

David Cameron addresses delegates at the annual Confederation of British Industry (CBI) conference. Photograph: Getty Images.

George Eaton is political editor of the New Statesman.

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