Ed Miliband speaks with David Cameron before listening to Angela Merkel addressing both Houses of Parliament on February 27, 2014. Photograph: Getty Images.
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Why the odds still favour Labour with a year to go

In Westminster, it is seats that count. And Miliband's party is still best-placed to win the most. 

Talk to Labour and Tory MPs and it is easy to forget that somebody has to win the general election a year today. Members on both sides are resolutely pessimistic about their side's chances. All they agree on is that, in the words of one Labour source, "it's going to be bloody close". 

After the recent narrowing of the polls, with Labour's average lead down to four points, senior Conservatives are increasingly confident of at least remaining the single largest party next May. But this hope collides with the reality that, though ever-smaller, the opposition's stubborn advantage remains. Not since March 2012, in advance of the omnishambles Budget, have the Conservatives led in an opinion poll. 

Were Labour to win by a single point next year (the party's lead in two surveys today), Ed Miliband would almost certainly become prime minister. In 2005, with a vote share of just 35 per cent and a lead of just three points, his party achieved a majority of 66 seats. Five years later, the Tories fell short with a lead of seven. This apparent bias has less to do with the unreformed constituency boundaries than it does with the fact that Labour's vote is far better distributed than the Tories' and that it benefits disproportionately from tactical voting. 

Uniform swing calculations can, of course, be an unreliable guide to election outcomes, failing to take into account factors such as the incumbency bonus and above-average swings in marginal seats. Had there been a uniform swing in 2010, the Conservatives would have won 14 fewer seats, Labour eight more and the Lib Dems five more. But even if, as seems likely, the Tories perform disproportionately well in their existing seats, Miliband has a good chance of retaining the lead he needs to win. Crucially for Labour, polling by Lord Ashcroft suggests that it is winning an above-average swing in its target constituencies. One possibility increasingly discussed in Westminster is that the Tories win the most votes, while Labour wins the most seats (an outcome last seen in February 1974). 

The Tories' fortunes are likely to improve as the economic recovery accelerates and as Labour comes under ever-greater scrutiny. But as long as Miliband retains parity with the Conservatives, he has reason to hope. One of the key points in Labour's favour is the unusually low level of switching between the two main parties (just 5 per cent of 2010 Tory voters currently back Labour), with most of the increase in its vote share due to Lib Dem defectors. Unlike in the past, this means that falling support for Labour doesn't automatically translate into rising support for the Tories. In large parts of the country, the Conservatives simply remain too toxic for voters to lend them the support they need to defeat the opposition (no matter how strong the economic recovery). As recent polling by Ipsos MORI showed, 40 per cent would never consider voting for them, compared to 33 per cent for Labour. Miliband is fishing in a larger pool than Cameron. 

The Lib Dem collapse, the Ukip surge, the death of the coalition's boundary changes and Labour's superior ground game are all reasons for Miliband's continuing confidence. Against this is the fact that no party has ever won while trailing on both economic management and on leadership. Cameron leads by 15 points as the "best prime minister" and the Tories lead by 14 points on the economy (the highest level so far this parliament). But in this era of stagnant living standards and four-party politics, Labour could yet defy history. The only iron rule of the next election is that there aren't any. 

George Eaton is 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