BID TO HALT SALE OF SEXUALISED PRODUCTS TO CHILDREN

Retailers may face a code of conduct on "age appropriate" marketing as part of a bid to halt the sale of sexualised products to young children.

A Government inquiry being launched today will examine whether new rules are needed to prevent the marketing of items like "porn star" T-shirts, lap-dancing kits and padded bras to pre-teens.

Reg Bailey, chief executive of the Mothers' Union, has been appointed to lead the inquiry, which will have a free hand to make recommendations on whether there should be restrictions on sale, a watchdog or a Government-funded website for worried parents.

You can participate in the consultation by emailing Reg.Bailey@education.gsi.gov.uk >>

He will be looking at:

Risks of harm of commercialisation and sexualisation and barriers to parenting

Principles (what is acceptable in this area and what is not)

Consumer voice

Corporate social responsibility relating to children

Liberal Democrat children's minister Sarah Teather told the Sunday Times: "There are huge pressures on children to grow up too quickly and to buy stuff, some of which is completely unsuitable. I know when I walk down the high street there is one shop after another marketing highly sexualised clothes to young children: short, tight dresses; T-shirts with unsuitable slogans."

"Parents are under a tidal wave of pressure. There are all sorts of messages that bombard children and make them grow up quicker than parents want them to, and it's difficult for parents to protect their children because of music videos, because of what happens in the playground, what they see in shops, online, and because of the messages they get in teen magazines."

Mr Bailey called on parents to send him examples of products which concerned them.

Read the Commercialisation and Sexualisation of Childhood briefing on huddle >>