Children’s Minister Sarah Teather has today asked Mr Reg Bailey, Chief Executive of the Mothers’ Union to carry out an independent review into the commercialisation and sexualisation of childhood, and report back with recommendations in May 2011.

The Government made a commitment to take action to protect children from excessive commercialisation and premature sexualisation to address parents’ concerns that children are being pressured into growing up too quickly.

Taking in views of consumers, particularly parents and the business community, Mr Bailey has been asked to put forward recommendations, which are informed by evidence, that are challenging and will respond to the high levels of public concern.

The review will look at the following themes:

  • risks of harm and barriers to parenting
  • principles – what is acceptable in this area and what is not
  • consumer voice
  • corporate social responsibility.

Children’s Minister Sarah Teather said:

Stable families are the bedrock of a strong, stable society and a family friendly society helps and supports parents to do the best job they can.

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 Bailey, chief executive of the Mothers’ Union, to carry out this important review. He is well placed to bring together a wealth of industry expertise, empathy, and credibility with parents. 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.

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.

Further information

The review is expected to report back in May 2011.