June 2011
An expert on UK families has given her reaction to Reg Bailey’s review into the commercialisation and sexualisation of childhood.
Dr Katherine Rake, Chief Executive of the Family and Parenting Institute, said: “Developments in technology, media and commerce mean the current generation of UK children are being subjected to some entirely new pressures. Parents are concerned children are experiencing too much too young in terms of sexualised images and aggressive advertising. This Review offers steps to make parents feel they are regaining some control of the messages children absorb.”
Dr Rake added: “The Review is realistic in acknowledging that it is not possible to turn the clock back on childhood, but it is also challenging.”
The Family and Parenting Institute welcomes the Review's calls to:
- Make it easier for parents to block adult and age-restricted material on the internet
- Ensure regulation of advertising reflects more closely the views of parents and children
- Clarify the regulatory system by creating a single website for regulators
Dr Rake said: “We believe self-regulation can be a powerful approach. But so much will depend on implementation and what action is taken if self-regulation fails to keep pace with parents' concerns. It's reasonable to give UK businesses 18 months to get their house in order. But the threat of harder measures must be acted upon if unscrupulous marketing and advertising to children continues unabated.”
