Tory rebels set Cameron a deadline - but it's Osborne who's in greater danger

Conservative MPs are planning to demand the removal of Osborne as Chancellor if the economy fails to recover by May.

If David Cameron hoped that his pledge of an in/out EU referendum would lead to a cessation of hostilities in the Tory party it looks as if he was sorely mistaken. Little more than a week after Cameron's speech, Conservative MPs are reacquiring their taste for regicide. The Guardian reports that the Tories are prepared to force a vote of no confidence in the PM unless the party's poll ratings improve by the summer of 2014. One minister is quoted as saying: 

This is not necessarily about waiting until 2015 and seeing if David Cameron loses. This is about being ready for the moment when the party realises that Cameron is not a winner.

If this sounds outlandish, it's worth remembering that just 46 MPs - 15 per cent of the Conservative parliamentary party - are required to write to the chairman of the 1922 Committee, Graham Brady, to trigger an automatic confidence vote. 

One MP said: "There is a core of MPs that is determined to get rid of Cameron right now. They think he lost the last election, they think he cannot win the next election and maybe doesn't even want to win the election. They think he just likes the idea of being a coalition prime minister.

"While this group are wrong to think of a move now, there would be support for a contest if there is no movement for the party by 2014. There would be no problem in drumming up 46 letters to Graham Brady at that point. I could name them. I would support it."

Cameron's cause is not helped by the fact that any bounce from his speech appears to have already dissipated. Labour's lead fell to just six in the weekend polls but it had risen to nine by the middle of the week and today it stands at 12, back at the level seen before Cameron's referendum pledge.

But it's not just the PM that MPs have in their sights. The Daily Mail reports that the rebels are prepared to demand the removal of George Osborne as Chancellor if the economy fails to show signs of recovery by the time of the local elections. "The idea is that you deliver an ultimatum to the PM telling him to get rid of George," one MP is quoted as saying.

Another adds: "You wouldn’t get 80 people supporting Adam Afriyie for leader but you might get 80 or 100 people saying get rid of George." 

But it is hard to see Cameron acquiescing to this demand. Unusually for a Prime Minister and Chancellor, Cameron and Osborne are close friends, with Osborne godfather to Cameron's son, Elwen. Tory MPs, however, will remind the Prime Minister of his response when asked back in 2010 if he could ever sack Osborne. 

Yes. He is a good friend, but we’ve has that conversation a number of times over the past four years.

To be fair to George he said ‘If ever you want to move me to another job, it is your decision and it is your right’.

The assumption that Osborne and Cameron rise and fall together most likely remains correct. But if the sacrifice of Osborne is the price for saving his leadership, the PM may yet be forced to act. 

Conservative rebels are preparing to write to David Cameron demanding the removal of George Osborne if the economy fails to improve. 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