By Gerri Peev 6th December 2010
Disney Channel star Miley Cyrus faced criticism for performing a pole dance at an awards ceremony aimed at teenagers last year - and it is this sexualisation of the young that ministers want to curb
Companies targeting children with sexually themed imagery face prosecution under a crackdown on the sexualisation of the young launched today.
Retailers that refuse to discontinue obviously sexual products aimed at children – such as pole-dancing kits and padded bras – could be prosecuted under laws being considered by ministers.
And raunchy music videos could be banned before the 9pm watershed as part of an investigation into the explicit images used to sell pop music to children.
Experts will consider the examples set by acts such as Disney Channel star Miley Cyrus, who faced criticism for performing a pole dance at an awards ceremony aimed at teenagers last year.
The Government inquiry will also look at a code of conduct for ‘age appropriate’ marketing, which would restrict the publications in which certain adult products and images could be advertised.
Other proposals include setting up a watchdog to protect families from aggressive sexual marketing or creating a website where parents could name and shame stores that target children with ‘sexy’ clothing or products.
Children’s minister Sarah Teather, who is launching the review, has called on retailers to market children’s products responsibly in the run-up to Christmas.
‘There are huge pressures on children to grow up too quickly and to buy stuff, some of which is completely unsuitable,’ she said.
She added: ‘There are all sorts of messages that bombard children and make them grow up quicker than parents want them to, and it’s difficult for parents to protect their children – because of music videos, because of what happens in the playground, what they see in shops, online [and] because of the message they get in teen magazines.’
Aimed at 2-3 year-olds, this short-sleeved pink top is emblazoned with the message: Future Footballer's Wife' across the front, and is deemed unsuitable
Miss Teather said she noticed one high street shop after another marketing highly sexualised clothes to young people.
The review could lead to a ban on such products.
It is backed by Reg Bailey, chief of Christian campaign group the Mothers’ Union.
Mr Bailey called for worried parents to contact him with examples of inappropriate sexual material being aimed at children.
He said: ‘It’s not just the examples. It’s about the tone and the style of the ways things are marketed to children.
‘When you are so bombarded by marketing and sexualised imagery, it almost becomes wallpaper.’
It is also backed by David Cameron, who spoke out against ‘premature sexualisation’ earlier this year, comparing it to pollution.
In the speech in February, the Prime Minister criticised retailers such as Primark for selling padded bras for girls as young as nine.
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