It's been a national thing for ages, obie. Until a few years ago, the DWP used to actively encourage the unemployed to become self-employed by offering financial incentives. It wasn't a lot, but it was more than JSA and people didn't feel so stigmatised and hassled. Unfortunately, rules about minimum wage, holiday pay, etc don't apply to the self-employed and people are now finding themselves much worse off.
Privatisation of Royal Mail has led to an explosion of delivery drivers, who are legally self-employed and are paid a pittance with no employment safeguards. Cuts to public services have meant that former managers are now working as self-employed consultants. There's much more. The ONS has shown that there's been a huge rise in the number of self-employed and the median income is somewhere around £10,000.
My area has a very high number of self-employed - mainly women, who set up small businesses, because there's very little paid work available. Most of the businesses fail.
Thanks for the article, Elegran. It really is about much more than equal pay for equal work.