New Broadcasting Guidelines Aim to End Sexualization of Female Athletes on Camera

European Athletics and the European Broadcasting Union have released new guidelines urging broadcasters to rethink how they film women’s athletics — specifically targeting camera angles and slow-motion replays that sexualize rather than celebrate athletic performance.The guidance, published in a 23-page document titled “Raising the Bar,” was developed in collaboration with female athletes, including British Olympic pole vaulter Holly Bradshaw, Serbian Olympic long jumper Ivana Španović, and Croatian high jumper Blanka Vlašić. It covers events including high jump, pole vault, horizontal jumps, and running and uses real broadcast examples to illustrate which shots should be avoided and why.“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,” Ms. Bradshaw said. “On too many occasions cameras are zoomed in, showing super slow-motion action replays of athletes in undignified positions.” In the guidelines, broadcasters are specifically advised to steer clear of prolonged close-ups of athletes’ bodies, low-angle shots filmed from behind or beneath competitors, and slow-motion replays that offer no technical or storytelling value. Instead, wider angles that capture the full scope of an athlete’s movement and technique are encouraged.Executive Director of EBU Sport Glen Killane said the problem is widespread and well-documented.“The sexualization of women athletes through selective camera angles and editing choices continues to be a significant concern across many sports broadcasts,” Mr. Killane said. “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.” Ms. Bradshaw also noted that intrusive camera positioning has affected her ability to compete at her best. “Many athletes, myself included, have been in competitive scenarios where they are more focused on the cameras instead of their own performance,” she said. Ms. Španović, meanwhile, warned that the consequences extend beyond discomfort in the moment, saying certain camera angles can have “serious long-term effects on athletes’ mental health.”The guidelines don’t frame respectful coverage as a trade-off against quality. Ms. Španović pointed out that thoughtful camera work can actually enhance storytelling.“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,” she said.European Athletics President Dobromir Karamarinov echoed that sentiment, calling the guidelines “a crucial step toward eliminating harmful portrayals of women in our sports while maintaining the highest level of storytelling and technical excellence.” The EBU said the guidelines are in no way binding, saying they are “not intended to prescribe a single way of covering athletics.” Still, the group 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.”The EBU, which provides sports coverage to 57 countries and reaches audiences of more than one billion people, says the new standards could first be applied at the European Athletics Championships, beginning August 10 in Birmingham, England.

New Broadcasting Guidelines Aim to End Sexualization of Female Athletes on Camera

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