Vince: minister for almost being on the left

The Business Secretary's review of "zero-hours" contracts is hardly distinguishable from Labour policy.

A couple of newspapers have today reported that Vince Cable wants a review of "zero-hours" contracts – a system accused by trade unions (among others) of being exploitative.

Around 200,000 British workers are estimated to be tied into these deals, especially in the fast food and other high street retail sectors, which require a commitment to be available for work without any guarantee of shifts. In other words, you can be on call enough to make it hard to look for or do another job and yet get to the end of the week with barely a penny to show for it.

The TUC has welcomed the new review. It isn’t often that union leaders have kind words for coalition ministers, but then again, this is Vince, Secretary of State for tantalising proximity to the left. The terms of Cable’s investigation aren’t all that different from official Labour policy, which is also to review zero-hours contracts, tighten rules and and clamp down on abuses.

Shadow health secretary Andy Burnham recently told the BBC his party should look at banning the practice (which has its own specific and pernicious impact in the NHS) but Labour sources today confirm that a ban is not the official line. The reservation comes from recognition that at least some employees like the flexibility of a zero-hours deal.

The Business Secretary has also clearly picked up that ambivalence. In parliament today, Cable’s response to a Labour question on zero-hours deals was markedly more neutral than this morning’s newspaper briefings. He would not be drawn on whether they represented healthy flexibility or mean exploitation:

"We do indeed have anecdotes about abusive practices in that area. We also have a lot of other anecdotes to show that the system works very well for a large number of workers and companies. I am not jumping to any conclusions; I am just trying to gather the facts."

Labour people I have spoken to are pointing to that as a retreat from the tougher-sounding headlines. They are keen to raise the question of whether Cable’s intervention represents a new government position or an out-riding Lib Dem position within government – the two aren’t necessarily the same thing. Reviews can be commissioned and come to nought. Recommendations can be implemented or ignored or, indeed, shelved with a view to being inserted in a future party manifesto.

On which subject, some Lib Dems are increasingly of the view that the party can and should show a little more flexibility on economic policy so as not to preclude any future partnership with Labour by marching too briskly to the beat of a Conservative drum. Such "equidistance" has become much more plausible now that Ed Balls has accepted the broad fiscal parameters of austerity into the next parliament. The big argument is shifting away from the question of whether the time is right to impose budget discipline (where the Lib Dems and the Tories are locked in consensus) to questions of how to impose discipline in a way that is fair and protects public services (where there is more room for Lib Dem flirting with the opposition).

Crucial to that conversation will be an argument about the appropriate balance between tax rises and spending cuts and in that debate I gather there is a movement afoot in the Lib Dem ranks to move the party much closer to Labour by supporting a restoration of the top 50p tax rate. There is even talk of formalising that position as early as this year’s annual conference. (Labour has yet to commit to doing the same but, given the fuss the two Eds have made about tax cuts for millionaires, it seems unlikely they will fight an election accepting Osborne’s gift to the rich as a fait accompli.) Labour, meanwhile, has already embraced the mansion tax – a policy very close to Lib Dem hearts.

If Labour has a mansion tax in its manifesto and the Lib Dems have a top rate of 50p and both are committed to cracking down on zero-hours contracts, the first morning of coalition negotiations in a hung parliament will break for an early lunch. 

Business Secretary Vince Cable arrives at 10 Downing Street on May 20, 2010. 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