Quotas or parity? How the framing of positive action measures impacts public support and backlash

While gender quota and parity laws are increasingly popular worldwide, their introduction often causes controversy. Thus far, we lack an understanding of how the framing of these measures affects public opinion. We conducted a survey experiment in the UK and France (combined N = 2677) to identify the causal effect of framing on levels of support for the policy and potential backlash against women candidates. Comparing (1) gender quotas to increase women’s underrepresentation and (2) gender parity laws to achieve gender balance, we find that overall levels of support are greater than opposition in both countries. Parity is more supported than quotas in France, but no such framing effects emerge in the UK. Respondents’ gender also matters, with men less supportive of both measures than women. We find no evidence that either type of positive action measure increases backlash in the form of reduced support for hypothetical women candidates running under such measures.