European Athletics and EBU launch ‘Raising the Bar’ guidelines to curb on-screen sexualisation
Joint initiative by European Athletics and the European Broadcasting Union introduces specific camera angle prohibitions and encourages wider, aerial perspectives to protect competitors from inappropriate coverage.
European Athletics and the European Broadcasting Union (EBU) have jointly introduced a new set of filming guidelines titled “Raising the Bar”, designed to prevent the sexualisation of female athletes through camera angles and replay selections. The measures, released on Wednesday, respond to direct feedback from competitors who reported that certain broadcast techniques caused discomfort and distracted from their athletic performance.
European Athletics President Dobromir Karamarinov described the guidelines as a crucial step toward eliminating harmful portrayals of women in sport while maintaining high standards of storytelling and technical excellence. The document advises broadcasters to avoid prolonged close-ups of specific body parts, low-angle shots filmed from behind or beneath athletes, and slow-motion replays that do not contribute to the technical understanding of the event.
The guidelines were developed in consultation with athletes, including British pole vaulter Holly Bradshaw and Serbian long jumper Ivana Spanovic. Spanovic, a former world long jump champion, advocated for the use of innovative camera angles, such as aerial views, and educational graphics to highlight technical precision. She noted that the sport offers opportunities to showcase the beauty of movement, such as take-off moments or stride mechanics, without resorting to compromising imagery.
Glen Killane, executive director of EBU Sport, highlighted that lingering shots on bodies and low-angle cameras capturing revealing views remain significant concerns in current media coverage. He stated that such choices shape audience perception by diverting attention from technical skills and risk perpetuating harmful stereotypes. The document aims to ensure coverage remains focused on athletic performance and reduces the risk of footage being taken out of context and shared inappropriately online.
Specific examples within the guidelines illustrate these concerns, noting that low camera angles underneath high jumpers carry a high chance of generating compromising images. Similarly, slow-motion replays of athletes clearing the bar may diminish technical insight. The document provides animated visuals for events including the high jump, pole vault, long jump, triple jump, and running, marking “positive” and “negative” angles with checkmarks and crosses respectively.
Implementation of these standards is expected at the European Athletics Championships in Birmingham, starting 10 August, where the BBC, an EBU partner, will broadcast the event. However, the guidelines do not bind the Diamond League, which is not broadcast through the EBU. The organisations hope the document will spark a broader conversation between broadcasters, directors, and athletes about respectful coverage.
