The European Broadcasting Union implemented new guidelines for the European Athletics Championships in Birmingham, aiming to eliminate the sexualization and objectization of female athletes during broadcast coverage. The rules took effect at the multi-sport event running from August 10 to August 16, following a policy rollout published by the European Broadcasting Union in June.
New Broadcast Rules Target Sexualization in Women’s Sports
According to the European Broadcasting Union, the framework was designed to combat harmful stereotypes in women’s athletics coverage. Broadcasters were instructed to avoid specific camera angles, zoom-ins, and slow-motion replays that offer little technical insight into the competition while potentially exploiting competitors.
Athlete Feedback Shaped the New Guidelines
The initiative was developed following consultations with professional athletes, including British pole vaulter Holly Bradshaw. According to Bradshaw, competitors at major championships frequently found themselves worrying about intrusive camera positions and footage that could later be misused online rather than focusing entirely on their performance. The preamble to the guidelines states that athletes have consistently pointed out how camera angles respecting their dignity and professionalism best highlight the power, accuracy, and technical skill of their sport.
Implementation at the Birmingham Championships
The Birmingham championships served as the first major test for the European Broadcasting Union’s updated broadcast framework.