Review calls for end to ‘sexualisation of children’
The recommendations from the recent Bailey review on the sexualisation of children have been welcomed by a whole host of groups campaigning for tighter safeguards for children.
The report, a result of a six-month review published by Reg Bailey, chief executive of Christian organisation Mothers' Union, recommended broadcasters and media regulator Ofcom give "greater weight" to the views of parents on content shown before the 9pm watershed. The Advertising Standards Authority has also been asked to clamp down on advertisements containing sexualised images.
Mr Bailey, from the Mothers' Union, said: "Some parents have expressed a good degree of disappointment that the traditionally trusted control of the television watershed appears to be less strictly observed than in the past."
Other recommendations include age ratings for pop videos, options to block pornography on smart phones, and controlling the showing of advertisement boards deemed to have sexual content near schools. Some male magazines have also been called on to have a cover on front page images or magazines displayed where young children cannot see them and retailers were asked to not sell suggestive clothing for under-12s in their shops.
The prime minister, David Cameron, announced that he was giving the retail and entertainment industry 18 months to follow up the recommendations and would hold a summit in October to see progress. He also said that there would be a website created which "sets out simply and clearly what parents can do if they feel a programme, advertisement, product or service in inappropriate for their children".
The Daily Mail said the report launch at the beginning of the week showed the government was backing its campaign on sexualised content confronting families and The Telegraph and The Guardian reported that many felt the report did not go far enough, with the onus being on companies and businesses to make changes voluntarily. A blog by The New Statesman accused the report of being too narrow in its focus.
The report comes after mumsnet, a nationally popular community website set up by mothers giving advice on parenting and family issues, launched its Let Girls Be Girls campaign at the beginning of the year calling for retailers to not sell products for children that emphasise or exploit their sexuality. The campaign also extended to calls to newsagents and shops to not display male magazines where children could see them.
A website statement said: "We're very pleased that the key 'asks' of our Let Girls be Girls and Lads Mags campaign have been endorsed by the government's Bailey Review into the sexualisation and commercialisation of childhood…and shows just what can be achiev
Evangelical Alliance member CARE also warmly welcomed the report. Dan Boucher, director of parliamentary affairs, said: "The time has now come for industry to have proper regard for child welfare and to put front and centre in their planning and creative process an appreciation that their products, goods and services might be seen or experienced by children.
"The psycho-geography of our communities, families and country - which includes billboards, shop displays, the online environment and products themselves - needs to prioritise protecting children."
Published by the Evangelical Alliance and reproduced with permission
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