
Sarah Pochin, Reform’s first female MP, has been weighed in the DEI balance and found wanting.
However, she inadvertently provided yet another proof of Newton’s Third Law of Motion, not that any further vindication was needed. The law is neatly encapsulated in the phrase “every action has an equal and opposite reaction”, and Mrs Pochin should have invoked it in her defence.
Defence was sorely needed because she stood accused of the most heinous crime ever, racism. And, if one be allowed to play fast and loose with William Congreve’s line, “Heaven has no rage like woke to virtue turned, nor Hell a fury like a Leftie scorned”.
Since I haven’t had the pleasure of meeting Mrs Pochin, I don’t know whether or not the charge against her is justified. I am, however, certain that the evidence presented in support falls far short of a prima facie standard.
Mrs Pochin was responding to a viewer on a Talk TV phone-in. That troglodyte dared complain about the demographics of British ads. The mix featured in them, he said, didn’t “represent what this country looks like”.
And – are you ready for this? – the MP not only agreed with the statement but spelled out its meaning: “It drives me mad,” she said, “when I see adverts full of black people, full of Asian people”.
As if that wasn’t bad enough, she went on: “It doesn’t reflect our society and I feel that your average white person, average white family, is not represented anymore. How many times do you look at a TV advert and you think that there is not a single white person on it?”
The case for the prosecution is clear enough: such statements could only have been inspired by irrational hatred of other races. Ergo, Mrs Pochin is as guilty as Cain.
However, for old times’ sake, let’s remind ourselves that even an obvious villain is still entitled to adequate defence. Mind you, Health Secretary Wes Streeting doesn’t think so, not when the crime is as awful as Mrs Pochin’s. As far as he is concerned, anyone accused of racism is ipso facto guilty as charged.
“I think what she said was a disgrace,” he said. “I think it was racist and the deafening silence from her party leader says it all.” Prosecution rests, m’lud.
Building a case for the defence, I’d first ask whether advertising visuals are obligated to “represent what this country looks like”. The answer is no. There’s no such duty, either legal or moral. The advertiser pays his money and he makes his choice of the kind of people he’d like to see in his ads.
However, even if the common law is silent on this subject, common sense isn’t. And common sense, along with over a century’s worth of experience amassed by advertising agencies, says that every consumer should feel that the ad is speaking to him personally.
It’s not the cosmos at large that ads should address, but you, Tom, and you, Dick, and you, Harry. You have an urgent need for the product advertised, even though you may not yet be aware of this. So please watch this commercial to the end – it’s talking to you.
To achieve this intimacy, agencies try as hard to establish the correct target audience for an ad as they do to produce it. This is done through extensive market research, as a result of which the clients hope to get a reasonably accurate picture of whom they are talking to, what they have to say to produce the desired response, and which media are best suited to saying it.
For example, an ad showing a burly tattooed chap flogging a power drill would be a waste of money if run during a broadcast of the Royal Ascot races. Conversely, a commercial touting Chanel No 5 would find few takers during a televised darts competition.
Sorry about dwelling on such arcana, but this leads us to the main point: the proper demographic makeup of the models featured in advertising. Ask any adman, and he’ll tell you that these should fall into two categories: either people who closely resemble the target audience or those whom the target audience could aspire to be.
Now, blacks and Asians make up 13.3 per cent of UK population. Hence common sense would suggest that they should be similarly represented in advertising. ‘Similarly’, by the way, doesn’t mean ‘identically’.
Back in New York I was once working on a brand some 80 per cent of whose consumers were black women. We naturally assumed that our ads should feature black models, but market research disagreed. It showed that black women weren’t turned off by images of upmarket white women, quite the opposite – and that was one of the few times in my career that I didn’t bitch about focus groups.
Such exceptions apart, the concept is clear. Adverts should feature mostly the kind of people with whom the target audience can instantly identify. However, blacks and Asians add up to about two-thirds of models appearing in UK advertising. The disparity with the aforementioned 13.3 per cent is so vast that one is stuck for a rational explanation.
There isn’t one. It’s as if British advertisers suddenly decided that some things in life are more important than money. However, such disinterested selflessness is so atypical that one is justified to wonder what it is that they hold in so much esteem, what metaphysical values are more precious to them than filthy lucre.
I’m afraid I have to agree with Mrs Pochin: this demographic imbalance is caused by the advertisers’ commitment to DEI wokery. In its name they enact the worst form of censorship by censoring themselves.
No regulator exists who could tell advertisers they’d be in breach of some code of practice if they didn’t use mostly black or Asian models. They act of their own accord, responding to the clarion call of the DEI zeitgeist.
A company that uses too many white people in its adverts could be accused of being institutionally racist, and this is the kind of brand no brand could survive. Should a stigma of racism be attached to a company, its spokesmen could scream till they are blue in the face that they were simply reflecting the composition of their audience.
This is sheer madness, and sinister madness at that. It’s exactly the kind of action that’s bound to produce an equal and opposite reaction.
Neither the chap who made that provocative comment to Mrs Pochin nor she herself really cares about the models appearing in British ads, not as such. They were reacting to the prevalence of collective madness mandated by the kind of people Mrs Pochin calls the “woke liberati” in the “arty-farty world”.
Speaking through them is vox DEI that’s at present outshouting vox populi. Yet using the same polling techniques that advertising originally borrowed from politics, we find out that the people have had enough. There are signs that the silent majority won’t stay silent for long.
Newton’s law will work, but my concern is that it may work too well. The people’s reaction to tyrannical woke insanity could be not only opposite but also equal. And since the action is extreme, the reaction may be extreme too.
I shan’t cite historical examples of what can happen as a result – you know them as well as I do. Let’s just say that being governed by the Tommy Robinson types or the likes of Wes Streeting would be equally unpleasant – but the latter act and the former react. Sir Isaac Newton shouldn’t let us forget that.








