The private rental sector: misery, stress and poverty

Renting is the new normal, but for many it means no security and a constant risk of exploitation.

Much of the coverage regarding Britain's housing crisis has concentrated on the misery our over reliance on the private rental sector has inflicted on young people seeking to buy their first house. It's valid, but the sector takes a greater toll on those families who end up in its clutches.

For an illustration of this, listen to Paul Smith's story. He's 44, and he works in IT. Back in 2006 Paul was living in Malta with his wife and two children, then aged eight and six. They owned a house on the island, and decided it was time to move back to England. They put their house on the market; due to the discrepancy in property value, it only raised them about £30,000.

The family had no prior banking history in the UK, so they struggled to secure a mortgage. They put up a £7,000 deposit to rent a house in Bracknell. The house was fine, but Paul wanted more security for his family – he wanted them to go some way to having assured tenancy. Upon moving, the owners of the house, a private rental firm, hit Paul and his family with a bill for £1,500 due to alleged damage to the furniture.

(Your correspondent has actually been done over by a similar scheme when renting many years back – the owners of the house I was renting had called in a dodgy survey company to inspect the house at the start and end of my tenancy; being young and naive I'd not had a survey of my own done, so it seemed better to reach a settlement rather than fight it in the small claims court, much as I wanted to.)

The family moved to a run-down cottage in Ironbridge. After two years there, they were told the landlord wanted the place back. The landlord, who was registered through the local council, hit them with a bill for £600, despite the fact that the local council's environmental health team had helped them move (the place even had damp rot around the electrical sockets). The council claimed Paul would be able to get the £600 back: in fact, he was awarded £70 in compensation. For the third time in two years, the family moved – this time to a much more pleasant house in Telford. It was far better, but at the start of 2008 the family were offered a place with the housing association in Ludlow. They snapped it up, despite the fact that Paul had now lost his job in the financial crisis and work would be harder to find there.

The trouble was that the stress of constantly moving, coupled with the ebbing away of their financial situation (their savings were gradually eaten away by the costs of high rents and constant moves) had taken an unbearable toll on Paul's marriage. He and his wife split up last September.

"It was worse for the children," he tells me. "Every move involved finding them a new school, but they struggled to make friends before being dragged away to a new place. They never felt stable. It had a profound effect on my family."

Renting is the new normal. Over the last fifteen years, the number of people who rent their home from a landlord has almost doubled to 8.5 million people, and nearly a third of renters are members of families with children. Typically, these people are on contracts of 12 months or fewer. Paul's family were among the 67 per cent of families in the private rental sector who moved house in the last three years. Last year 310,000 out of 1,017,000 families with children in the sector moved: a shocking 30 per cent of all families. In comparison, 122,000 out of 3,863,000 families with children who own their home moved house last year: just three per cent.

Paul's situation was hardly unusual: as the charity Shelter has revealed, almost half of people who are renting privately say that housing costs are causing stress and depression in their family – a higher rate than any other group. The children of these families are not just suffering because of the constant upheaval - they're suffering because of the effect of parents who are poorer (the charity has also shown showed that 38 per cent of families with children who are renting privately have cut down on buying food to pay their rent), and more prone to arguing.

There are two reasons those in the private rental sector don't feel as if their accommodation is stable – the possibility of eviction with just two months' notice, and constant worries about when rent rises will hit. It's why Shelter is calling for a Stable Rental Contract, which it claims would offer the stability of five year tenancies.

The problem isn't necessarily due to the oft-imagined stereotype of cruel, Rachmanite landlords. In fact, it's often due to the fact that they are reliant on letting agents because they don't feel confident enough to rent the properties themselves – and the agents "add value" by encouraging short-term tenancies. Shelter has cited research by Jones Lang LaSalle, a real estate services firm, which shows that not only would it provide more security for tenants - it makes business sense for landlords, with a steadier, long-term income rising more gently with inflation that could increase their returns.

"I'm now an avid campaigner for affordable house building," Paul tells me. "It's a mystery to me why the Government is looking at spending money on things like HS2 when a comprehensive programme of affordable houses would put people in work and improve the lives of thousands. I wouldn't wish what I've been through on anybody."

 

Nearly a third of renters are members of families with children. Photograph: Getty Images

Alan White's work has appeared in the Observer, Times, Private Eye, The National and the TLS. As John Heale, he is the author of One Blood: Inside Britain's Gang Culture.

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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