Ashley James, the well-known This Morning star and mother of two, 

has pledged to continue her fight for the safety and equality of girls as she takes on the role of ambassador for Girlguiding. 

In a powerful statement, Ashley has voiced her deep concerns about the increasingly dangerous environment that girls are growing up in, 

marked by a surge in sexism, misogyny, and the rise of harmful online content such as sexualised deepfakes. 

Her commitment to this cause is particularly poignant following the tragic events surrounding convicted killer Kyle Clifford,

who, before committing his horrific crimes, watched videos from controversial influencer Andrew Tate.

On International Women’s Day, Ashley made it clear that the fight for women’s rights is far from over. “Misogynistic voices are becoming louder, more prominent and more powerful,” she said, reflecting on the challenges she faced growing up. “I remember all the challenges that I had growing up, and I just don’t want that for future generations. I’m not able to be complacent, especially in this day and age with the ever-increasing threat online. I feel like if I don’t keep fighting, then what world does my son and daughter grow up in? Girls deserve better.”

At 37, Ashley knows firsthand the importance of organizations like Girlguiding, particularly its Rainbows and Brownies groups, in providing a safe and supportive environment for young girls. Reflecting on her own positive experiences with Girlguiding as a child, she is committed to helping future generations benefit from similar safe spaces.

A Growing Concern: Toxic Masculinity and Online Safety

Amid the rising tide of toxic masculinity and the growing recognition of violence against women as a national emergency, Ashley has taken a stand to create a safer world for women and girls. She is particularly concerned about the dangers that young people face in the online world, particularly the rise of sexualised deepfakes. These AI-generated videos and images, often manipulated to appear real, are a growing threat to children, and Ashley has been vocal about the damage they can cause.

Recent research by Girlguiding revealed that a startling 26% of children have come across a sexualised deepfake of someone they know, such as a friend, teacher, or celebrity. Even more concerning, one in eight girls aged 13 to 18 have reported receiving sexual threats online. Ashley, who has experienced online abuse herself, shared her concerns about the internet being a “wild west” environment. “I don’t feel safe online,” she admitted. “I’ve been subjected to so much sexual abuse and harassment online. Over 42% of young people believe that more needs to be done to ensure their safety online.”

Addressing Toxic Masculinity and Incel Culture

Ashley’s commitment to fighting misogyny and toxic masculinity extends beyond just advocating for women. As a mother of both a son and a daughter, she feels a strong responsibility to teach her son, Alfie, about the importance of respecting women and admiring strong female role models. “I feel just as much responsibility for my son as I do for my daughter,” she said. “But I also want my son to understand that he can have strong female role models and he can admire women.”

Ashley has been vocal in her criticisms of Andrew Tate, a controversial figure known for promoting harmful attitudes towards women. She emphasized that toxic masculinity, including the rise of incel culture, negatively impacts boys as well as girls. “We know that toxic masculinity also impacts boys with the emergence of incel culture,” she said. “It’s so important that we change the narrative and support both genders in becoming better, more respectful individuals.”

The Alarming Reality of Sexism

Recent research from Girlguiding shows that a staggering 95% of women aged 17 to 21 have experienced sexism, which Ashley describes as “sad but not surprising.” Reflecting on her own experiences, particularly her time on This Morning, Ashley pointed out the stark contrast in how men and women are treated when expressing opinions. “I notice it when I’m on This Morning. If I give opinions that people don’t agree with, they will insult my intelligence and call me a bimbo on X. Whereas if they don’t agree with Nick Ferrari, they don’t insult his intelligence.” This double standard is just one of many examples Ashley cited of the pervasive sexism still prevalent in society.

A National Crisis: Violence Against Women and Girls

Ashley’s concerns about the safety of women and girls extend to the streets as well as online spaces. “I don’t feel safe walking around at night,” she confessed, highlighting the alarming rate of violence against women. “One woman dies at the hands of a man every three days.” The issue of violence against women and girls has reached crisis levels, with many women and girls experiencing sexist abuse and harassment on a daily basis.

Despite these harsh realities, Ashley is not deterred from her mission to bring about change. “It feels like we’re going backwards,” she said, referencing the rise of misogyny and the manosphere. “This is also why I’m so passionate about Girlguiding and everything they’re doing to support women and girls.”

In her new role as ambassador for Girlguiding, Ashley James is determined to continue advocating for a safer, more equal world for future generations. Whether it’s fighting against online abuse, challenging toxic masculinity, or speaking out against the growing culture of misogyny, Ashley is unwavering in her commitment to creating lasting change.

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