New inquiry into sexualisation of children

• Review to look into impact of commercialisation and sexualisation

• Retailers could face new restrictions

Children’s minister Sarah Teather has asked Reg Bailey, chief executive of Christian charity the Mother’s Union, to conduct the review to address parents’ concerns that children are being pressured into growing up too quickly.

The review will define what is meant by ‘excessive commercialisation’ and ‘premature sexualisation’ and investigate the possible harm caused. It will also identify what systems are in place to allow consumers to voice their complaints and assess whether new measures are required to restrict the sexualisation and commercialisation of childhood by businesses. 

Pole dancing kits

The review follows media outrage after products such as pole dancing kits and push-up bras aimed at nine-year-olds were stocked by major retailers, including Tesco and Asda.

The report will build on previous reviews conducted by Professor David Buckingham on the impact of the commercial world on children’s wellbeing, by Dr Linda Papadopoulos on the sexualisation on young people, and by Professor Tanya Byron on child safety in a digital world.

Ms Teather said, ‘We’ve all read the headlines about high-street shops selling inappropriate products for children and many of us are worried about some of the marketing practices that are being used specifically to target children. By reviewing commercialisation and sexualisation of childhood we want to better understand not only how we can help parents resist these things, but also how we encourage all businesses to take their responsibilities as seriously as the best ones already do. I’ve asked Reg to build on previous reviews, but most importantly I want specific recommendations on what can be done across both of these broad areas, to tackle the issues parents and children and young people face’.

 ‘Pester power’

She added, ‘Parents often find themselves under a tidal wave of pressure buffeted by immense pester power from their children for the latest product, craze or trend. I want this review to look at how we can equip parents to deal with the changing nature of marketing, advertising and other pressures that are aimed at their children; but I also want to see what more needs to be done to ensure that businesses play their part, too.’

Dr Katherine Rake, chief executive of the Family and Parenting Institute, said, ‘It is a very real concern for parents that young children are experiencing too much too young. Mothers and fathers regularly tell us that they don’t want to see childhood disappearing. Confronting this issue is vital if we are to move closer to a family friendly society. We look forward to seeing progress made.’

The review will be published in May 2011.