Youngsters are exposed to sexualised marketing on the internet, campaigners say Retailers selling sexualised products aimed at children could face restrictions under plans being considered by the government.
An inquiry is getting under way to explore whether new rules should prevent the marketing of items such as “Porn star” T-shirts or padded bras.
Among the measures being considered are a code of conduct on “age appropriate” marketing, or setting up a watchdog.
Children’s Minister Sarah Teather said parents faced a tidal wave of pressure.
She 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.”
She said it was difficult for parents to protect children because of the influence of music videos, displays in high street shops and features in teen magazines and on websites.
The inquiry is being headed by Reg Bailey, from Christian charity the Mothers’ Union, who wants parents to send him examples of products of concern.
He said: “It’s about the tone and the style of the way things are marketed to children. When you are so bombarded by marketing and sexualised imagery, it almost becomes wallpaper.”
Other items which have been criticised include lap-dancing kits and Playboy-branded pencil cases.
In May, Prime Minister David Cameron vowed to take action to protect children from “excessive commercialisation and premature sexualisation”.
He said he was shocked to discover beds with a “Lolita” branding were being marketed towards six-year-olds.
Lolita is a novel, later adapted into an Oscar-nominated movie, in which a middle-aged man becomes sexually obsessed with a precocious 12-year-old girl.
The Family and Parenting Institute welcomed the inquiry, and said parents were concerned that young children were experiencing “too much too young”.
Chief executive Katherine Rake said: “Mothers and fathers regularly tell us that they don’t want to see childhood disappearing.
“Confronting this issue is vital if we are to move closer to a family friendly society. We look forward to seeing progress made.”
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