What's in the box? Bad news for women, mainly. Photo: Getty Images
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Once again, the biggest losers from George Osborne's budget are women

Labour needs to have the strength to stand for a better approach – for a stronger economy with sustainable public finances and a fairer, less divided country.

 

A Budget that betrays working parents - that's what we've had from George Osborne today. 

Families with kids are going to be really hard hit by the Tories plans. Women are going to be hit more than twice as hard as men - by a Chancellor and a Prime Minister who clearly don't give a damn about working parents’ lives.

Many families are going to be thousands of pounds worse off as a result of the £4.5bn cuts to tax credits alone, with over 3million families affected. That's even before you include real cuts in the value of child benefit for the next four years. 

If you're on average pay with two children, you'll lose £2,000 in tax credit cuts next year. 

I'm glad the Tories have finally given in to our calls for a big increase in the minimum wage, but it’s not enough to compensate parents for the tax credits they are cutting. And they certainly shouldn't call it a Living Wage because it still falls short of that.

A single mum with two children working part time on the National Minimum wage will gain just over £400 from higher pay but lose £860 from lower tax credits in 2016/17.

A couple with two kids both working full time on the minimum wage will still be £700 a year worse off. And if you're currently paid more than the minimum wage, you'll be harder hit. 

Plus they are actually discouraging parents from working harder. Earn an extra pound or two and they'll claw half of it back from your tax credits. 

Remember how they said a 50 per cent tax was a disincentive for the highest paid people in the country? Yet they are quite happy to do it for the poorest paid. 

So much for George Osborne's promise to help working people. Do parents just not count as working people? Is this the "lifestyle" George Osborne claimed he didn't want to fund?

And remember David Cameron's pre-election pledge that child tax credit is “not going to fall." It was a lie. This is a shameful betrayal of parents working hard to support their kids and get on in life. In the 21st century working parents shouldn't have to go to food banks to put a hot meal on the table, as too many families now do.

But tax credit cuts aren't the only assault on working parents. The Government is saving £370m from delaying childcare plans - despite having made grand promises before the election about nursery places and tax relief. We warned at the time that their plans weren't funded - so it has proved.

Whilst George Osborne made much in his speech of promising Britain a pay rise, he also slipped in five more years of a 1% cap on public sector pay – below inflation, even though services like the NHS are already facing a serious and growing recruitment and retention problem.

And the research I commissioned today from the House of Commons Library shows that women are being hit over twice as hard as men by the Chancellor’s plans. Of the £34bn net extra money being raised from households over the next five years (taking account of the increases in tax allowances as well as cuts to tax credits and all the changes to benefits), £24bn is coming from women – even though women still earn less than men. David Cameron and George Osborne still have a serious women problem – they just don’t get the impact of their plans on women’s lives. 

Of course the deficit and the debt need to come down. Of course Labour would have had to make tough decisions to get back into surplus. That is why I identified £800m in savings in the home office budget whilst protecting frontline policing- from things like abolishing Police and Crime Commissioners. But it is also why I think George Osborne’s plan to cut inheritance tax now for some of the richest estates is the wrong priority. 

Because there is an alternative to George Osborne’s plans. The Tories approach isn't fair, and isn't good for our economy and our country in the long term. 

At the same time as hitting Britain's families, the Tories are failing to deliver the balanced growth and high paid jobs we need for the future - that also helps bring the deficit down. 

Growth has been revised down this year. So have exports. And so has productivity. That means we're not getting the high skilled jobs our country needs. We need a national mission to almost double R&D investment in our economy to match the 3% of GDP our competitors invest and there were no measures in today’s budget to do that. 

The Chancellor talks about one nation – but he doesn’t think parents are part of that one nation. He talks about a long term plan but he is happy for stagnant growth with weak exports and low productivity to drag our debt up and our economy down.

Labour needs to have the strength to stand for a better approach – for a stronger economy with sustainable public finances and a fairer, less divided country: the two things go hand in hand.

Yvette Cooper was Secretary of State for Work and Pensions 2009 to 2010, and is chair of the Changing Work Centre, set-up by the Fabian Society and Community Union.

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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