The Care Bill presents a once-in-a-lifetime opportunity for disabled rights

The Care Bill returns to the House of Lords this week. The Government has put down some welcome changes. But political leaders have to be visionary, be bold and think beyond the next election. So do councils – and so, too, do organisations like Scope.

Here’s why social care is so important. Disabled people want to live independently. Sometimes they need support to do so. That could be a personal assistant to help them get up, get washed and dressed. In 2013, I think most people would agree that this support should be in place. But independent living also means disabled people having a say in where they live, who they live with and how they go about their day. This means not being forced to get up the same time every day, eat at the same time every day and go to bed at the same time every day. Again, in 2013, I think most people would back that aspiration. Unfortunately, this doesn’t reflect the reality of many disabled people’s lives.

Take Martyn Sibley, a young disabled internet entrepreneur. He runs Disability Horizons and has just trekked from John o' Groats to Lands’ End in his electric wheelchair. He also still has to argue with his social worker about getting support to go to the toilet. This is unacceptable.

During party conferences Nick Clegg talked-up capping care costs; Ed Miliband backed whole person care and Jeremy Hunt championed integration of health and social care. In the summer the Chancellor found £3.8bn in June’s spending review to start to tackle the crisis.

The Care Bill returns to the House of Lords this week. It’s a once-in-a-lifetime opportunity to reform the care system. The Government has put down some welcome changes. But political leaders have to be visionary, be bold and think beyond the next election. So do councils – and so, too, do organisations like Scope.

I’m Chair of the Care and Support Alliance, a coalition of 75 organisations working together to improve the social care system in this country, so I know how important these issues are for older people, their carers as well. At the moment, there are two fundamental problems.

First, the London School of Economics estimates that 69,000 disabled people who need support to live independently don’t get it. Cash-strapped councils have been upping the bar for eligibility, with 83% of councils now setting the threshold at a higher level than they once did. Under the Government’s plans, all councils could set eligibility at the higher level. Experts say this will leave 105,000 disabled people outside of the system altogether. The Care Bill gives political leaders the chance to be take bold steps to reform the system.

The second problem is that even if you’re lucky enough to be in the system, it can be a struggle to get support that genuinely promotes independent living. In one recent survey, 40% of disabled people said that local care doesn’t meet basic needs like getting up, getting washed and dressed and getting out of the house.

Getting social care reform right will provide the groundwork. But councils need to place independent living at the heart of commissioning. Every disabled people should have a say in what support they receive, and how, when and where they receive it. Meanwhile, organisations like ours can’t just shout from the sidelines. We have to work together to show what’s possible. This means looking to the future, piloting and testing new ways of working, and making tough decisions about the services we provide.

As an example from our own organisation, Scope runs care homes. Our staff do a great job, but many were opened in the 70s, aren’t located in the heart of the community, and are simply not set up to offer disabled people enough choice and control in the 21st century. In the last five years, Scope has changed or closed ten of these services; last year, we decided to review all of our residential services for disabled adults because of these concerns. We’re now proposing to change or close more over the next three years. This will always be done in consultation with those most affected: disabled people who use them, their families and our staff, and we’ll always do our best to support all of those involved. But if we want to give disabled people the same say over where they live and how they live as everyone else, change is unavoidable.

I believe we can build a society where disabled people can genuinely live independently, but we have to think big. That starts this week with the Care Bill.

Will the Government put their money where their mouth is? Image: Getty

Richard Hawkes is chief executive of the disability charity Scope.

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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