Gov’t to probe sexualised marketing to kids

Retailers could be banned from targeting children with “sexualised” products, as part of a Government review of “age appropriate” marketing.

/k/y/i/PornStar.jpg

The government is expected to launch an inquiry today (Monday 6 November), into “age appropriate” marketing and whether new rules are needed to prevent retailers marketing inappropriate items to children.

Products under scrutiny include pole dancing kits and t-shirts with slogans such as “porn star” for young teens.

The inquiry will consider whether a watchdog or government-funded website to allow parents to register complaints is necessary.

Children’s minister Sarah Teather says: “On the high street there is one shop after another marketing highly sexualised clothes to young children. You combine that with the advertising hoardings and the pressures that children are under at school.

Reg Bailey, chief executive of Christian charity Mothers’ Union has been appointed to lead the review.

He says: “It’s about the tone and style of the ways things are marketed to children. When you are so bombarded by marketing and sexualised imagery, it becomes like wallpaper.”

The coalition government has pledged to crackdown on “irresponsible” marketing and the sexualisation of children.

Prime Minister David Cameron has accused marketers of “exploiting children” through “irresponsible” advertising campaigns.

In a speech last month about the wellbeing of the UK, David Cameron said: “We saw an irresponsible media and marketing free-for-all justified on the argument that it was good for growth – with little thought about the impact on childhood.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here