Summary
An independent review calls for the media and businesses to take more care to prevent children from being exposed to parts of adult culture that could damage the innocence of childhood.
'Letting Children be Children: Report of an Independent Review of the Commercialisation and Sexualisation of Childhood' (Cm. 8078) details that nine out of ten parents believe children are forced to mature too quickly as a result of sexual and commercial content readily available for young people to view.
Chief Executive of Mothers' Union Reg Bailey expresses that whilst there is some limited regulation in the availability of new media content, overall the media and some parts of the business world have lost their connection to parents.
Bailey calls for regulators to provide businesses and the media with a better understanding of parental concerns in order for products and content available to children to reflect this.
The review makes 14 recommendations covering four themes, the aims of these being that:
- sexualised images used in public places and on television, the internet, music videos and other places are more in line with what parents find acceptable, and that public space becomes more family-friendly;
- retailers do not sell or market inappropriate products or services for children;
- regulations protecting children from excessive commercial pressures are comprehensive and effective; and
- parents find it easier to voice their concerns, are listened to more readily when they so and have their concerns visibly acted on by businesses and regulators.
Ultimately of course these recommendations need to be implemented by broadcasters, advertisers, retailers, other businesses and regulators within a reasonable timescale.
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