Farron suggests the Lib Dems will need to toughen their EU referendum stance

At an NS fringe event, the party president said the Lib Dems should "consider very hard" whether to name a date for an in/out vote.

The Liberal Democrat high command is pleased with the way their conference went. There were challenges to the leader’s position that were conspicuous enough to give the impression of a lively, democratic debate and unsuccessful enough to cement the view that Nick Clegg is in absolute command.

One policy that wasn’t much queried from the floor was the line on a European referendum. At the moment, the Lib Dem position is to be pro-EU but also pro-reform and in favour of a referendum in the event of some new treaty being signed that changes the balance of power between London and Brussels. (That also serves as a précis of the Labour position.) But will the line hold? There is some doubt in all parties that Nick Clegg and Ed Miliband can plausibly get through next May’s elections to the European parliament, still less a general election, without a referendum pledge of equivalent certainty to the one that Tory back benchers extracted from David Cameron at the start of this year.

Tim Farron, Lib Dem President, appears to share some of that doubt. I interviewed him on stage at a conference fringe event and the referendum question came up. This is what he said:

"The polling indicates that an in/out referendum – I am a fairly confident, would be won. I don’t think any other referendum on Europe would be but an in/our referendum would be won for hard, pragmatic, economic reasons. We mustn’t be overly shrill about it and we musn’t say ‘we will lose 3m jobs tomorrow if we leave the EU’ because that’s not credible’ …but you’ve already got Nissan saying we would not be in the north-east of England if you were not in the European Union."

I suggested to Farron that the pro-EU argument is constantly held back by the perception of cowardice in the face of hostile public opinion – that europhiles are seen as elitists who are afraid to ask the question in case the "wrong" people give the "wrong" answer. A pro-EU campaign can’t effectively get off the ground, I suggested, until pro-EU politicians are ready to say, in effect: "we aren’t afraid, we’ll have that referendum, we’ll win, bring it on!" Farron’s response was revealing:

"I have a lot of sympathy for that position. I spent a mere three months in the shadow cabinet when I was first appointed to it by Nick because I felt that, on the Lisbon Treaty – I thought we’d lose a referendum – but you can't tell people you don’t trust them. The party’s position is very much in favour of a referendum. I think it's right not to set a date. I think there may be some political wisdom in setting a date but there’s no practical wisdom, because you’ve given your hand away."

But that is the view now. Will the Lib Dems really get through a campaign without a referendum pledge? Will Nick Clegg get through leadership debates when Cameron is saying his is the only party that trusts the people?

"Our line is that there should be a referendum on Europe and we haven’t named a date and I think we probably need to look at that. A referendum is inevitable and we should go and win it. I don’t want to set a date for when it should be but I think we should probably consider very hard if that’s something we want to do because actually if we do that then Tories are in a really bad position. The only advantage Cameron has got is to say there will be a referendum. The minute other people say, ‘yeah there will be a referendum’, Cameron’s in a position where people are saying ‘which side are you going to vote for?’ and his party is split down the middle and they will be like cats in sack. … It’s a very tenuous position he’s in and he must realise that. I predict it won’t last."

That sounded to me as if the Lib Dem position on a referendum is very much up for negotiation.

One final thought: A Ukip source tells me the party is very eager for the Lib Dems and Labour to match Cameron’s referendum pledge. Why? Because Nigel Farage recognises the potency of Cameron’s claim that a Tory government in 2015 could be the only chance Eurosceptics get for a vote on EU membership and that could squeeze the Ukip vote in 2015. Once everyone has a referendum in their manifesto, potential Ukip voters will be freer to bring their anti-everyone, plague-on-all-your-houses instincts all the way into the polling booth instead of "coming home" to the Tories at the last minute. In that analysis, matching Cameron’s line on Europe could be in the crude electoral interests of Labour and the Lib Dems, bolstering the Ukip vote to deprive Cameron of a majority. Whether that is reason enough to do it – the cynicism would shine through and that is hardly a good look for either Clegg or Miliband – is a different question entirely. 

The EU flag flies in front of the European Parliament in Strasbourg. 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