Cameron's EU strategy puts party interests before the national interest

A pledge to hold an in/out referendum will appease Tory MPs, but it will not deliver for Britain.

This week the curtain rises on the new Westminster year - and already speculation about the Prime Minister’s much delayed speech on Europe has begun. But the fact 2013 is earmarked to begin with such a speech reveals more about the Prime Minister’s weakness at home than his agenda abroad.

Both the timing and content of this speech have little to do with policy and everything to do with politics. The truth is that David Cameron didn’t give the speech in 2012 because he didn't know what to say. To deliver for the country the speech would need to be about how Britain plans to lead the reshaping of post-crisis Europe. Yet for the speech to deliver for his own party, only one line will really matter... and that is whether or not David Cameron commits to an in/out referendum.

It is this tension that has left the Tory leader stranded speechless for the past year between the party interest and the national interest. If, for reasons of his party's divisions and weakness in the polls, he succumbs to calls in the coming days for an in/out referendum, he will have to answer questions not just about his political judgement, but also about his political priorities. Of course the Prime Minister may hope that such an in/out referendum announcement can help convince UKIP voters to return to the Conservative party. But instead he should be asking himself: is Europe really as much of a priority in the public's mind for this new year as it is for him or his party?

And even if he thinks it is: is an in/out referendum really the biggest issue we have to face in Europe today? My answer to both would be no. Why?

First, British business leaders are already nervous, but this could turn to real fear if an under pressure Prime Minister now announces an in/out referendum and the perception takes hold that many Conservative MPs - including some cabinet ministers - are simply awaiting exit. If the government disagrees with this they should publish, along with David Cameron's speech, all the advice to ministers from BIS and the Treasury about the impact of such an announcement on UK business and inward investment prospects.

Announcing an in/out referendum halfway through this parliament to take place more than halfway through the next, given the Conservatives' hostility towards Europe, could risk up to seven years of economic uncertainty, threatening vital investment and effectively playing Roulette with the country's economic future. Indeed, even his own Foreign Secretary William Hague has told the House of Commons that "It would create additional economic uncertainty in this country at a difficult economic time.” The Prime Minster himself has made much in recent days of his ambition to secure an EU-US trade deal during the UK's G8 Presidency. It's a laudable economic goal, but he seems less keen to recognise that to achieve it relies entirely on British membership of Europe. A Britain outside Europe would be unable to even aspire to such a deal.

Second, focusing on an in/out referendum now actually risks the UK missing the best chance in a generation to reform Europe so that it better serves our interests and meets our expectations. Simply presenting a shopping list of repatriations - backed by the threat of exit – will not deliver for Britain and will undermine our ability to shape and lead the broader project of EU reform.

If he disagrees, the Prime Minister should publish alongside his speech the advice to FCO ministers about what impact this approach would have on our influence in Europe at this crucial time. Labour takes a different view. We are clear that any future decision on a referendum should be based on changes in Europe, not movements in the polls.

While the Prime Minister is right to recognise that Europe, and our position within it, is changing, he is wrong to imply that these changes inevitably threaten our interests. It is still unclear how these changes will affect Britain’s relationship with the EU, or indeed the nature of our membership.

That is why the priority must be for Britain to use the coming months and years to shape and lead this process of change by pursuing an agenda of wide ranging reforms and not simply narrow repatriation. Britain’s real interests lie in the EU as a whole being reformed to make it fit for purpose and better placed to compete in the new global race. But our chance of succeeding in this task is increased if it is positioned as right for all European countries, not just the UK. Subsidiarity within the EU is not a new idea, but an old one worth focusing on anew. At its inception the EU was designed to accommodate varying levels of integration and Britain has always benefited from this. If however, Britain were to open the door to an a la carte EU, it could be us that suffer as other member states demand reforms that undermine the single market.

Institutional flexibility and not unilateral national repatriations is what will best protect British interests within a reformed EU. In the past the case for the EU was based on delivering peace and prosperity. Today these are the foundations on which we must build a reformed Europe that effectively amplifies the power of each of its members.

Labour is clear that Britain's future lies within the European Union. But we also recognise that Europe today needs a reform agenda that prioritises growth, strengthens the single market, pools resources in defence effectively, promotes free trade deals regionally and globally, and develops systems to tackle climate change, cross border terror and crime.

Few would deny that David Cameron’s speech comes at a crucial time, but sadly it seems to be being made for all the wrong reasons. It simply won't have been worth the wait if Cameron's internal weakness results in a speech for his backbenchers instead of one for his country.

David Cameron speaks during a press conference at the EU headquarters on December 14, 2012 in Brussels. Photograph: Getty Images.
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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