What if the tax and benefits system already rewards marriage?

If you want the system to incentivise staying together, then relax.

MPs have written to the Chancellor this morning calling for the introduction of a marriage tax allowance. But what if the tax and benefits system already rewards marriage?

This would challenge the idea of the 'couple penalty' - the idea that the tax and benefit system makes it more attractive for families to split up than stay together. It's not mentioned in the MPs' letter, but it's an implicit part of the debate around the issue.

In principle, it sounds like a simple thing to work out: you would just need to calculate whether the system makes people richer if they split up, or not.

The problem is that it's relatively easy to work out how taxes and benefits change if a couple split up - but harder to work out how their cost of living changes. Economies of scale kick in when you live with a partner, and you need to calculate how much cheaper bills, rent and living expenses are under one roof.

The usual way of working out this is using an equivalence scale: a ratio that estimates how much extra family members cost. Most analyses that have suggested a 'couple penalty' exists rely on these scales, and usually an OECD scale drawn up in 1982. These scales generally rely on researchers' assumptions [pdf] about economies of scale and how people live - not, as a rule, actual evidence about how people live. They're not entirely plucked out of the air, but they are not really a meaningful way to assess relative need.

So why not ditch the abstraction, and actually aim to understand what people in the real world need to live on based on a common framework, and then work out the relative cost of living together or apart?

We need not imagine: this June some researchers did just that (report here [pdf]). Analysing what real, live, actual people said they need to live, and then combing through that to work out the precise cost of living, it found a rather different picture. An unemployed couple, for example, would be £62 a week worse off if they split up; if one parent was in work at £9 an hour they would £36 worse off; if both worked, it was £44. The numbers vary by family size and type but as a rule, people are not better off apart.

None of this necessarily makes the idea of marriage tax allowances a bad one, or undermines the aim of supporting families more generally. It does suggest extreme caution though. Policy based on a purely theoretical understanding of how couples manage money is likely to be ineffective policy. Examining the couple penalty is far from easy, but the best analysis we have suggests it doesn't exist on a systematic basis.

What's more, it suggests much of the angst about undermining marriage is misplaced. If you want the system to incentivise staying together, then relax, and rejoice: it already does.

Photograph: Getty Images

Gordon Hector is public affairs manager for the Joseph Rowntree Foundation.

Photo: ASA
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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