Nine retailers – including Tesco and Sainsbury’s – have launched a document that spells out what styles, fabrics and marketing tactics are appropriate.
The move is in response to a report to be published next week that is expected to recommend a raft of measures aimed at addressing concerns that children are being sexualised.
The report from Mother’s Union chief Reg Bailey was commissioned by the Department for Education and is expected to be published on Monday.
It is thought that Bailey will call for a new portal to be setup for parents to complain about shops that sell overtly sexual products and advertisements that use inappropriate imagery.
Bailey will stop short at calling for new statutory regulation of ads for kids’ products, it is expected, and will instead propose that the industry tightens the current self regulatory rules on kids marketing.
The sector has already moved to ward off a damaging crackdown by setting up a panel of advertisers, media owners and academics that will aim to ensure that rules aimed at protecting children from irresponsible ads and marketing techniques are robust.
It is understood Bailey will recommend that sexy music videos by the likes of Rhianna and Lady Ga Ga (pictured) should carry a 15 or 18 certificate.