Rosemary Kempsell, Worldwide President of Mothers’ Union, has given her first reactions to the Government Review ‘Let Children be Children’
In a web blog to members she writes:
Today the Report commissioned by the Government ‘Let Children be Children’ is published and I welcome the review and the practical recommendations that it has made. The Bailey Review has already released some of its findings:
• 88% of parents believe that children are growing up too quickly because of increasing sexualisation and commercial pressures
• 41% of parents are have recently seen TV programmes or adverts before the watershed that they consider inappropriate for children to see
• 35% of parents believe that direct advertising through mobile phones is wrong
So we are very pleased that the report today has taken on board the views of parents and recommends: broadcasters and Ofcom do more to listen to parents on the content of pre-watershed programmes; to introduce age ratings on music videos; a point of sale opt-in to age restricted material on all devices with internet access. I am particularly pleased that advertisers are asked to give greater consideration where they locate advertising that is not appropriate for children, especially shop displays and on street billboards where they are close to schools and children’s playgrounds.
I am confident that these measures will reassure parents and the Review points out several times that parents want help and support to address the commercialisation and sexualisation of childhood. My real concern is that the voluntary code of practice suggested will work. This report is the fourth to address the issue of sexualised imagery and yet the problem still remains with us. I hope that commercial organisations will follow the recommendations and I am glad that there will be an 18 month review so that legislation will be considered if the code of practice isn’t adhered to.
As individuals we should not be afraid to challenge industry when the welfare of our children and their future is at stake.
The Mothers’ Union Bye Buy Childhood Campaign () embraces the challenge to hold to account those who do not comply through positive action, challenging parents and guardians to think about their consumer habits, to give families confidence to challenge the influence of commercialisation within the home and engage with retailers and industry and take action to challenge inappropriate marketing or selling, bringing to an end pressurisation by removing opportunities for aggressive marketing.