Commons Confidential: Help from Blair’s friends

PLUS: A trip to Durham for the 129th Miners' Gala.

Blue Ed’s bashing of the trade unions is opening coffin lids as Blairites rise to offer advice, to the Miliband they opposed, on how to fight a Labour civil war. The prospect of a factional dispute prompted Peter Mandelson to slip quietly into the back of a Parliamentary Labour Party meeting. Regulars couldn’t recall when he last tipped up, and likened his presence to a shark scenting blood in the water. Mandy scribbled furiously and said nothing. Miliband, I hear, avoided informing MPs he’d require unionists to opt in to, not out of, a levy to the Labour Party. On the eve of the huge announcement Blue Ed was deliberately vague, several of those present tell me, about the details in order to avoid a hostile reception. The calculated haziness recalled how Tony Blair failed to spell out his Clause Four plan at the 1994 conference, inserting a soft line at the end of his speech on the need to change the constitution, so that most delegates left the hall ignorant of his plan. All very Mandelsonian.

Where is Michael Foot’s walking stick? John Wrobel, the manager of the Gay Hussar eatery in Soho, favoured for decades by the one-time Labour leader, is trying to track it down. Wrobel intends to display the stick on the wall in memory of his old customer, who died in March 2010. The “donkey jacket” that Tory MPs and right-whinge papers claimed Foot wore to the Cenotaph on a Remembrance Sunday, supposedly insulting the war dead, is on display at the People’s History Museum in Manchester. The short overcoat was in fact bought from Harrods by Foot’s wife, Jill Craigie, who insisted the Queen Mother complimented her hubby on his choice of attire. Foot’s stick could double today as a support for MPs leaving the Gay Hussar, mostly unsteady after a long lunch.

To the city of Durham for the 129th Miners’ Gala, where Dave Hopper, chief hewer to the local pitmen, introduced yours truly as a journalist on the Daily Mail. I resisted the temptation to liken his slip to me calling this National Union of Mineworkers veteran of the heroic 1984-85 strike a member of the scabbing Union of Democratic Mineworkers, not least because Hopper’s a big lad. Ed Miliband spoke at last year’s Big Meeting, as Durham people call the local gathering of the coalfield clans, and indicated he’d be delighted to attend next year. The invitation will be issued. It will be interesting to see if the Labour leader accepts, after recent events.

The ex-Paisley Daily Express hack now Glasgow Labour MP Tom Harris is turning Dennis Skinner memorabilia into a nice little earner for his constituency party. Harris collects the Beast of Bolsover’s prayer cards – reservations carrying a name which are slotted into brass holders to bag a spot on the green benches. Skinner signs them for Harris to raffle. The last raised £25. Hardly a hedgefund million or a gift from the unions, but every little helps.

Kevin Maguire is the associate editor (politics) of the Daily Mirror

One PLP meeting regular likened Peter Mandelson showing up to "a shark scenting blood in the water". Montage: Dan Murrell/New Statesman

Kevin Maguire is Associate Editor (Politics) on the Daily Mirror and author of our Commons Confidential column on the high politics and low life in Westminster. An award-winning journalist, he is in frequent demand on television and radio and co-authored a book on great parliamentary scandals. He was formerly Chief Reporter on the Guardian and Labour Correspondent on the Daily Telegraph.

This article first appeared in the 22 July 2013 issue of the New Statesman, How to make a saint

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