European Athletics introduces new guidelines to protect female athletes from sexualised TV coverage
European Athletics and the European Broadcasting Union (EBU) have introduced new broadcasting guidelines aimed at reducing the sexualisation of female athletes during television coverage.
The recommendations encourage broadcasters to focus on athletic performance rather than camera angles or slow-motion replays that unnecessarily draw attention to athletes' bodies.
The move comes after years of complaints from competitors who said certain broadcast images had left them feeling uncomfortable and had even led to online abuse.
New guidance for broadcasters
The new guidance, titled Raising the Bar, provides examples of camera angles that should be avoided during women's athletics events.
These include prolonged close-up shots of specific body parts, low-angle shots filmed from behind or below athletes, and slow-motion replays that do not add to viewers' understanding of the competition.
Instead, broadcasters are encouraged to use wider shots that showcase an athlete's movement, technique and overall performance.
The guidance also suggests using aerial camera angles and graphics to explain technical aspects of events rather than relying on unnecessary close-ups.
EBU Sport executive director Glen Killane said, “The sexualisation of women athletes through selective camera angles and editing choices continues to be a significant concern across many sports broadcasts.
“Lingering shots on bodies, low-angle cameras that capture revealing views, and excessive slow-motion replays that serve no technical or storytelling purpose are among the issues observed in the media coverage of women’s athletics competitions today.
“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,” he added.
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Athletes back the new recommendations
Former Olympic bronze medallist Holly Bradshaw, who helped develop the guidance, welcomed the changes after speaking publicly about her own experiences.
"How our sport is displayed during live broadcast can be incredibly powerful, yet sometimes harmful to the women competing and the women [and] girls watching," she said.
"I first-hand have received social media abuse and witnessed inappropriate videos online of myself and colleagues when slow-motion content of us competing is captured.
"Many athletes, myself included have been in competitive scenarios where they are more focused on the cameras instead of their own performance.
"On too many occasions cameras are zoomed in, showing super slow-motion action replays of athletes in undignified positions."
Former world long jump champion Ivana Spanovic also supported the initiative, highlighting how different camera angles can be used for educational purposes.
“Our sport offers numerous opportunities to showcase technique and the beauty of movement, like displaying slow-motion shots that highlight technical precision, such as the take-off moment or the perfect stride,” the Serbian said.
The guidelines are recommendations rather than mandatory rules, but European Athletics hopes they will become the standard for future broadcasts and help ensure female athletes are judged for their performances instead of their appearance.
The document, which is available for use by all broadcasters, said: “We hope these guidelines feel less like a set of restrictions and more like the beginning of a conversation between broadcasters, directors, camera operators and athletes, that we can continue together.”
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