David Cameron delivers a speech on immigration at the Institute for Government. Photograph: Getty Images.
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Why Cameron's crackdown on immigrant benefits won't help the Tories

The PM is fuelling the perception that "benefit tourism" is a problem while still allowing himself to be outflanked by Ukip. 

Just six months after the government's last crackdown on "benefit tourism", David Cameron has launched another. In an article for the Telegraph, he announces that the period of time EU migrants can claim welfare payments for will be reduced from six months to three (after an initial three-month waiting period). He writes:

We’re also making sure people come for the right reasons – which has meant addressing the magnetic pull of Britain’s benefits system. We changed the rules so that no one can come to this country and expect to get out-of-work benefits immediately; they must wait at least three months. And we are announcing today that we are cutting the time people can claim these benefits for. It used to be that European arrivals could claim Jobseeker’s Allowance or child benefit for a maximum of six months before their benefits would be cut off, unless they had very clear job prospects. I can tell Telegraph readers today that we will be reducing that cut-off point to three months, saying very clearly: you cannot expect to come to Britain and get something for nothing.

The move is not a response to a policy problem (a recent study by the EU Commission found that"so-called benefit tourism" is "neither widespread nor systematic") but a Crosby-inspired attempt to respond to public anxiety over immigration and to neutralise the threat from Ukip. 

It is doubtful, however, that it will do anything to help the Tories. By devoting more time to this issue, Cameron is fuelling the perception that immigrants are benefit-hungry wastrels (weren't they meant to be taking "all our jobs"?) while responding with measures that most will regard as inadequate. If welfare tourism is such a problem why not stop migrants from claiming benefits at all? Indeed, why not shut the door to them entirely? The latter option, of course, is not available to Cameron due to the EU principle of the free movement of labour, which is precisely why he is doing his party no favours by raising the salience of this issue. 

Rather than perpetuating public fear over immigration, to the benefit of Ukip alone, the PM would be better off telling voters the truth: that migrants are less likely than British citizens to claim benefits and that they contribute more in taxes than they extract in welfare. An OECD report last year, for instance, found that they make a net contribution of 1.02 per cent of GDP or £16.3bn to the UK, since they are younger and more economically active than the population in general.

It's for these reasons that, as the Office for Budget Responsibility has shown, we will need more, not fewer immigrants, if we are to cope with the challenge of an ageing population and the resultant increase in the national debt. Should Britain maintain net migration of around 140,000 a year (a level significantly higher than the government's target of "tens of thousands"), debt will rise to 99 per cent of GDP by 2062-63. But should it reduce net migration to zero, debt will surge to 174 per cent. As the OBR concluded, "[There is] clear evidence that, since migrants tend to be more concentrated in the working-age group relatively to the rest of the population, immigration has a positive effect on the public sector’s debt…higher levels of net inward migration are projected to reduce public sector net debt as a share of GDP over the long term relative to the levels it would otherwise reach."

One might expect a fiscal conservative like Cameron to act on such advice but, as so often in recent times, the PM is determined to put politics before policy. The irony is that, by allowing Ukip to claim yet another victory, he isn't even succeeding in these terms.

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