European Athletics and the European Broadcasting Union (EBU) have launched a new set of guidelines, titled Raising the Bar,
aimed at preventing the sexualization of female athletes during sports broadcasts. The initiative seeks to modernize filming practices by focusing on athletic performance rather than appearances, providing a framework for broadcasters, directors, and camera operators to ensure coverage remains respectful.
Addressing Problematic Broadcasting Habits
The guidelines identify three primary areas where current broadcasting habits frequently result in the objectification of women in sport. These include: * Lingering Close-ups: Prolonged focus on specific body parts that offer no narrative or technical value. * Low-Angle Placements: Camera shots captured from behind or beneath athletes, particularly in events like the high jump or pole vault, which the guidelines note have a high probability of generating compromising images. * Excessive Slow-Motion: Replays that do not contribute to the understanding of the sporting action and may produce undignified visuals. Glen Killane, executive director of EBU Sport, stated that these choices shape audience perception by diverting attention from the technical skills and achievements of women athletes, while potentially perpetuating harmful stereotypes.
Athlete-Led Development
A key feature of the new document is that it was developed in collaboration with elite athletes, including Serbian long jumper Ivana Španović, Croatian high jumper Blanka Vlašić, and British pole vaulter Holly Bradshaw. This is the first time such an initiative has involved the athletes themselves in the technical framing of their bodies in motion. Athletes reported that intrusive camera angles cause significant discomfort and serve as a distraction during competition. Bradshaw noted that she has personally been in scenarios where she was more focused on the cameras than her own performance. She added that the digital age has magnified these issues, as captured footage can be decontextualized and circulated on social media, where she and her colleagues have faced inappropriate videos and online abuse. Španović emphasized that these camera choices can have serious long-term effects on an athlete’s mental health.
Modernizing Broadcast Standards
The guidelines encourage production teams to prioritize wider angles that capture the full scope of an athlete’s movement. Broadcasters are also encouraged to utilize innovative technology, such as aerial views and educational graphics, to explain the mechanics of a jump or throw.
European Athletics President Dobromir Karamarinov described the publication as a crucial step toward eliminating harmful portrayals of women in our sports while maintaining the highest level of storytelling and technical excellence.
The document, which is available to any broadcaster, uses animated visuals to demonstrate “positive” and “negative” camera angles. Officials have expressed hope that these guidelines will serve as the beginning of a collaborative conversation between production crews and the athletes they cover.
Context and Global Benchmarks
The initiative follows broader concerns regarding the gendered nature of sports media. In some regions, such as Australia, the broadcast environment remains fragmented. While the Australian Broadcasting Services Act requires industry bodies to develop operational codes—such as the Commercial Television Industry Code of Practice—sports coverage is currently only loosely bound by broad societal standards regarding gender-based ridicule. By contrast, the new European guidelines aim to set a global benchmark. The framework emphasizes that the focus of sports broadcasting must remain on the dedication and skill of the competitors. As noted in the guidelines, the goal is for the document to function as a tool for progress rather than a restrictive set of rules, ensuring that the beauty and precision of women’s athletics are showcased with respect.