EBU Releases Guidelines for Respectful Women's Athletics Coverage

The European Broadcasting Union (EBU) has released a new set of guidelines aimed at promoting respectful media coverage of women athletes during live sports broadcasts. The 23-page document, titled “Raising the Bar: Guidelines for Respectful Media Coverage in Women’s Athletics,” was developed in collaboration with athletes Holly Bradshaw, Ivana Španović, and Blanka Vlašić. These directives are intended to address the issue of sexualization, which can arise from the use of selective camera angles and editing techniques.

Athlete Holly Bradshaw highlighted the dual nature of broadcast coverage, stating, “How our sport is displayed during live broadcast can be incredibly powerful yet sometimes harmful to the women competing and the women/girls watching.” She shared personal experiences of receiving social media abuse and witnessing inappropriate online videos of herself and colleagues, often stemming from slow-motion footage captured during competition. The guidelines provide animated examples of camera shots, distinguishing between recommended and cautionary approaches for various sports.

For instance, in the context of High Jump coverage, the guidelines encourage wide-angle shots that capture athletes running, while advising against low camera angles positioned from beneath the athletes. Glen Killane, Executive Director of EBU Sports, emphasized the impact of these visual choices, noting, “These choices carry profound implications. They shape audience perception by diverting attention from the remarkable achievements and technical skills of women athletes, and risk perpetuating harmful stereotypes.”

The EBU's initiative follows years of athlete-raised concerns regarding the sexualization of women in sports. These concerns extend beyond camera angles to encompass broader issues of how female athletes are portrayed in media coverage, with the new guidelines seeking to establish a more equitable and respectful standard for broadcasters.