Proposals include banning under 16s from peer-to-peer marketing activity, covering up front-page sexualised press images and restricting the placement of risqué outdoor ads.
The review published today, which was authored by Reg Bailey, chief executive of Christian charity Mothers’ Union, is the result of a six-month process. It highlights what Bailey describes as ‘an increasingly sexualised "wallpaper"' surrounding children.
The recommendations in the review include:
Bailey said: ‘Parents need encouragement to feel they can change things and that their voices will be heard. Regulators, businesses and broadcasters should do more to connect with parents – it’s not enough for them to work out what is acceptable from what people complain about afterwards.’
Children’s minister Sarah Teather said she was ‘looking forward’ to helping implement Bailey’s proposals: ‘It is not Government's role to interfere in family life. But parents often tell me that they would like more support so that they can navigate the rapidly-changing technological and commercial world. Reg's review shows the way for business and Government to give them this support.’
Culture minister Ed Vaizey said his department would consult on whether age ratings on music video would provide effective protection for children.
To ensure the proposals become reality, Bailey has called for a Downing Street meeting in October to monitor progress and a ‘stock-take’ in 18 months’ time.
The Bailey review listened to the views of parents, children and young people through a range of ways including face-to-face surveys, a call for evidence and focus groups.
The Office of the Children’s Commissioner for England also submitted the views of more than 500 children and young people, published in a report today.
This article was first published on marketingmagazine.co.uk
Agency: McCann Erickson