The BBC is facing a storm of criticism over its hiring of Ashley Cain, whose 'Into the Danger Zone' show was canned after a series of ugly online posts came back to haunt him. The former footballer's history of derogatory language towards women and jokes about violence were brought to light by The Guardian, leaving many questioning the broadcaster's vetting process and its attempts to woo young male viewers.
It seems the BBC was aware of Cain's online antics as far back as last year, yet still gave him the nod. The 'macho persona' that made him a household name - courtesy of reality TV and social media - was seen by some execs as the key to tapping into the young male demographic. But was this just a cynical ploy? The BBC itself admitted its vetting process had failed, leaving the media scrambling for answers.
One thing's clear: the BBC's approach has been accused of normalising misogyny in modern masculinity. By championing individuals with such public attitudes towards women, critics argue it sends out a damaging message - that degrading women is simply part of being young and male. But is this really what today's young men are about? The data suggests not: they're more concerned with pressing issues like unaffordable housing and job insecurity.
Of course, there will always be those who cling to outdated attitudes, using misogyny as a misguided form of rebellion against the system. But it's estimated that only a tiny minority hold such views - the rest are just trying to make their way in the world without getting bogged down by toxic ideologies.
The BBC's treatment of Cain is now being compared to its handling of Gary Lineker, another popular presenter who faced suspension and eventually left the corporation in 2025 over his online comments on government policies. Critics argue that Lineker was held to a higher standard than Cain - another example of the BBC's inconsistent standards when it comes to its talent.