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Don't sexualise children - Tories Don't sexualise children - Tories
(20 minutes later)
Conservative leader David Cameron has called for an end to the "inappropriate sexualisation" of children.Conservative leader David Cameron has called for an end to the "inappropriate sexualisation" of children.
Parents should be able to complain via a specially set-up website about offensive marketing tactics used by companies, he said.Parents should be able to complain via a specially set-up website about offensive marketing tactics used by companies, he said.
Mr Cameron also told GMTV that firms which flout the rules should not be allowed to bid for government contracts for three years. Mr Cameron also told the BBC that firms which flout the rules should not be allowed to bid for government contracts for three years.
Such moves were needed to end the effects of "pester power", he added.Such moves were needed to end the effects of "pester power", he added.
In 2008, Woolworths withdrew a children's bedroom furniture range called Lolita - the same name as the 1955 Vladimir Nabokov novel about a man's sexual obsession with his 12-year-old stepdaughter.In 2008, Woolworths withdrew a children's bedroom furniture range called Lolita - the same name as the 1955 Vladimir Nabokov novel about a man's sexual obsession with his 12-year-old stepdaughter.
MagazinesMagazines
Supermarkets have been criticised for selling padded bras and pole-dancing kits aimed at girls.Supermarkets have been criticised for selling padded bras and pole-dancing kits aimed at girls.
And some teachers have called for girls' magazines to be given age ratings, arguing they "glamorise" sexual promiscuity.And some teachers have called for girls' magazines to be given age ratings, arguing they "glamorise" sexual promiscuity.
Mr Cameron said: "We all know as parents... that you do your best as parents but there is a lot of pester power going on.
We have already acted to protect children from the irresponsible advertising of a wide range of products Ed Balls, Children's SecretaryWe have already acted to protect children from the irresponsible advertising of a wide range of products Ed Balls, Children's Secretary
"What we are saying is that you can't cut children off from the commercial world. Of course you can't. Mr Cameron said: "It's time for action. As parents we all worry about our children growing up too fast and missing out on their childhood."
"But we should be able to help parents more in terms of trying to make sure that our children get a childhood and that they are not subject to unnecessary and inappropriate commercialisation and sexualisation too young. This is what this should be about." He added: "We cannot shield kids from the modern world and no-one would try, but we can try to stop them having inappropriate things put in front of them from an early age."
He added: "What we are saying is: 'How can we help parents?', so for instance, if a company is found guilty of inappropriate marketing to children, it shouldn't be able to bid for government contracts for three years. I think that would be a significant deterrent." Mr Cameron told GMTV: "The Lolita beds and the padded bras and the rest of it, in the end most of those products were withdrawn because of parental pressure, so let's help the parents to put that pressure on."
He added parents would have "a new way of complaining online and see what other parents are complaining about".
"I think that will help parents feel 'I am not alone in this, I am not being left on my own to bring up my children properly, other people are helping me'.
"The Lolita beds and the padded bras and the rest of it, in the end most of those products were withdrawn because of parental pressure, so let's help the parents to put that pressure on."
'Real difference''Real difference'
The government has been in discussion with the Advertising Standards Agency about issuing new guidelines. He said the Advertising Standards Agency should get greater powers to deal with inappropriate marketing aimed at children - something the government says it is also working towards.
Mr Cameron said: "I welcome that the government are looking at it.
"They have lots of reviews, but we do need some actions and what we are talking about today are some specific actions that we think will make a real difference in helping parents to bring up their children."
Children's Secretary Ed Balls said he had raised the issue in the Children's Plan two years ago, adding it was "good to have David Cameron's support because this is something which concerns all parents and is not an issue for party politics".Children's Secretary Ed Balls said he had raised the issue in the Children's Plan two years ago, adding it was "good to have David Cameron's support because this is something which concerns all parents and is not an issue for party politics".
He said: "We have already acted to protect children from the irresponsible advertising of a wide range of products, including tough new rules restricting the advertising of unhealthy foods to children and the use of celebrities and cartoon characters to market them."He said: "We have already acted to protect children from the irresponsible advertising of a wide range of products, including tough new rules restricting the advertising of unhealthy foods to children and the use of celebrities and cartoon characters to market them."
A government-commissioned report by psychologist Dr Linda Papadopoulos on the sexualisation of young people is due to be published in the next few days.A government-commissioned report by psychologist Dr Linda Papadopoulos on the sexualisation of young people is due to be published in the next few days.