Shadow home secretary Yvette Cooper speaks at the Labour conference in Brighton last year. Photograph: Getty Images.
Show Hide image

Labour's pledge to end restrictions on foreign students will increase its appeal to business

The party's promise to exclude overseas students from any future immigration target puts it on the right side of the economic argument.

David Cameron continues to proclaim his commitment to winning "the global race" and enabling Britain to maintain its international competitiveness. But rarely has there been a better example of the government doing the reverse than its treatment of foreign students.

Owing to the coalition's immigration restrictions, the number of overseas students has fallen for the first time in 29 years from 311,800 in 2011-12 to 307,205 in 2012-13 - Britain is strangling one of its greatest export industries. As well as a decline in EU student numbers from 23,440 to 17,890 (largely as a result of the tuition fees increase), the number of Indian students has fallen from 18,535 in 2010-11 to 10,235, and the number of Pakistani students has fallen from 4,580 to 2,825. In addition, foreign students are now required to find a job paying at least £20,600 within four months of graduating if they want to remain in the country, compared with a previous limit of two years. 

But while the Tories have refused to change course (despite the protestations of Boris Johnson and Vince Cable), Labour is promising to end this economic self-harm. In her speech today on immigration, Yvette Cooper will pledge to exclude students from any future government target. As she said on Today this morning, "we're in danger at the moment of having the worst of all worlds". Illegal immigration, which is not included in the coalition's cap is rising, while student numbers are falling. Cooper will say: 

As we’ve said, the last Labour government got things wrong on immigration We should have had transitional controls in place for Eastern Europe The figures were wrong, and migration was far greater than we expected. As a result the pace and scale of immigration was too great and it is right to bring it downAnd we should have recognised more quickly the impact on low skilled jobs, and the worries people had. 

But let’s be clear: this Government’s approach isn’t working either. David Cameron promised “no ifs no buts” that net migration would be cut to the tens of thousands. But he is failing to meet that target. And net migration has gone up in the latest figures by 60,000 to 210,000. At the same time illegal immigration – which isn’t included in their target – is getting worse. More people are absconding at the border, fewer are being caught and sent home, and the number of people here illegally is growing. Yet fee paying international students at our Universities – who are in their target – have fallen for the first time for 20 years, cutting the investment they bring into Britain. Exploitation of low skilled migrant labour by employers as a cheap option is getting worse. Yet top businesses are worried they can’t get the high skills they need The public are more concerned than ever – especially about the impact of EU migration

It’s the worst of all worlds

As well as excluding students from any overall target, Labour should also adopt a target for growth in their numbers, something Chuka Umunna has said he is "open" to. He said last year: "My big problem with the government at the moment in this area is that our HE sector, as a strong and vibrant export sector, has been taken hostage by the Home Office. And it has to stop. It is doing deep and immense damage. We cannot afford for that to happen to a leading export sector, in the context of our balance of trade deficit." 

Most Labour figures privately acknowledge that the party will struggle to attract significant support from business at the general election. But by promising to abandon the coalition's closed-door approach to immigration, and to maintain Britain's membership of the EU, it has put itself on the right side of the argument on two key enterprise issues. 

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