Why Cameron is giving Downing Street a political edge

The decision to make the next head of the No.10 Policy Unit a political appointee, rather than a civil servant, shows the PM has listened to complaints from Tory MPs.

So David Cameron is listening. According to a report on PoliticsHome, the Prime Minister has decided that the next head of his policy unit will be a political, rather than a civil service appointee. Paul Kirby, the current policy chief, is on secondment from the accountancy firm KPMG and is due to leave in March. He has been acting as a civil servant. His replacement, we are told, will be a special advisor. The distinction is not without significance.

The colonisation of No.10 by mandarins at the expense of heavyweight spads has been one of the most consistent complaints from Tory MPs – and indeed spads elsewhere in Whitehall – about the Cameron operation. The gripe is that the civil servants are loyal to the machine, not the party, that they lack strategic judgment and are predisposed to be ultra-cautious. Many Tories, not just the fanatical fringe, think capture by the Mandarinate explains why the government has lacked the dynamic, radical edge they crave. (Civil servants are, after all, supposed not to be ideological pioneers.)

A connected complaint is the fact that ministers and their spads out in the departments don’t know who in No 10 is covering their brief and therefore who to feed ideas to and lobby for support. There has been a sense that civil service channels work around the party, a process that, coupled with coalition and Lib Dem machinations, can feel like a conspiracy to stop the Tories from controlling government. In recent months, resentment of Whitehall officialdom has focused increasingly on the power of Sir Jeremy Heywood, the cabinet secretary who is said to wield formidable influence across government and to be a whisperer of cautious counsel in the Prime Minister’s ear. (Some of that resentment has bubbled up to the surface recently in public examination of Heywood’s role in the whole “plebgate” saga. )

Without an energetic party political policy boss at the very centre, projects can drift off course, lose momentum or just go plain wrong. One example: elections for police and crime commissioners last year were originally meant to be a flagship reform. But they were championed in No.10 by Steve Hilton, Cameron’s former head of strategy, and once he left, there was no one in Downing Street to cheerlead for the project. (And the Lib Dems hated the idea.) So the whole thing ended up a dismal, damp squib. Hilton’s departure last spring is also seen by many Tories as the moment Heywood seized definitive control.

It has been something of a mystery as to why, when the complaints have been so persistent and come from so many sides, the Prime Minister hasn’t acted sooner. One explanation I have heard is that Cameron wanted to wait until civil service contracts naturally expired instead of carrying out a premature purge. That seems oddly lackadaisical given how serious a charge it is that the No.10 operation is politically unfit, but not entirely out of keeping with accounts of Cameron’s character. He plainly finds hiring and firing the least enjoyable part of the job and believes in keeping people in post whenever possible, as his handling of reshuffles testifies.

Tories from all sides of the party will naturally be scrutinising the new appointment for indications of ideological allegiance. Many still find it hard to know exactly what Cameron believes. They will also be hoping for someone who can bring some long-term strategic judgement to the operation. As I write in my column this week, the famous “grid” system that Tony Blair’s team introduced for news planning and hazard spotting on the horizon is said to have broken down in Downing Street. One former No.10 staffer says Cameron’s operation barely looks ahead more than two months, which means they are effectively lost in endless, reactive tactical fire-fighting.

One final point about the new Downing Street Head of Policy, whoever he or she turns out to be. There will be much attention paid in the Conservative ranks to whether or not a “Cameron crony” gets the gig. Another routine complaint levelled against the PM is that he surrounds himself with courtier-chums, all from much the same background and often the same school. No doubt that makes for a jovial time in the office, but it carries the obvious risk that alternative perspectives are neglected and cosy consensus goes unchallenged. One middle-aged, privately-educated civil servant, says of interacting with the exceedingly privileged No.10 crew: “I can come across as fairly posh and they still make me feel like the stable boy.”

There is a feeling across much of the party and in government that the Downing Street setup needs someone at its heart who knows something of the world outside Cameron’s gilded circle and who has a forceful enough personality to force that perspective on the Prime Minister regardless of whether it is something he wants to hear.

David Cameron leaves 10 Downing Street in London, on January 18, 2013, as he prepares to address the House of Commons. Photograph: Getty Images.

Rafael Behr is political columnist at the Guardian and former political editor of the New Statesman

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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