David Cameron is preparing new curbs on “unscrupulous” companies and shops that expose children to sexualised advertisements and exploit “pester power” to sell goods.
The Daily Telegraph reports – Businesses have been warned that they face new rules to tackle what the Prime Minister has described as “the commercialisation and sexualisation” of childhood.642-647
Companies will be banned from using children and teenagers as “brand ambassadors” to promote toys and clothes among their peers.
There could also be a ban on posters and other outdoor advertising that uses “sexualised images”. So-called “lads’ magazines” could be sold in bags or stored behind “modesty boards” in shops to conceal the explicit images that feature on their covers.
The Prime Minister will hold meetings early in the new year with retailers and advertisers to “put a spotlight” on their conduct.
If voluntary codes of conduct fail to do enough to protect children, ministers are threatening to legislate and impose new laws.
In a letter to business leaders inviting them to meet the Prime Minister, Sarah Teather, the children’s minister, warned that companies must “demonstrate the real difference they are making for families”. She said: “The Prime Minister and I will expect to see concrete progress and for this to feel real and meaningful to parents and children.”
The letter, seen by The Daily Telegraph, sets out a detailed list of reforms that ministers want to see introduced over the next 10 months, including:
To combat pester power, children under the age of 16 must not be used as “brand ambassadors” or in “peer to peer” marketing campaigns. A voluntary ban is already under way but Miss Teather said: “The industry needs to do further work to ensure that this is strongly enforced and that unscrupulous companies do not find ways to circumvent the ban.”
A nationwide ban on outdoor advertising that uses “sexualised images”. A voluntary ban already exists on advertising near schools but ministers want firms to go further. Miss Teather suggested a ban on outdoor advertisements using sexualised images could be required. “Children go to more places than just their school and see advertising everywhere they go. If an advertisement is not acceptable close to a school, is it acceptable anywhere?” she said.
So-called “lads’ magazines” and newspapers with sexualised images on their covers must not be in easy view of children in shops. A code of practice already exists for newsagents and retailers. “However, application of the code is very patchy and there are many shops, including many well-known high street names where these magazines and newspapers are very clearly visible to children,” Miss Teather said. “There is no reason these magazines could not be sold bagged or shelved behind modesty boards provided by publishers and wholesalers and we expect to see a great deal of progress on this issue.”
Age ratings for music videos could be introduced as a result of a Department for Culture, Media and Sport consultation.
An education programme to promote awareness of advertising techniques among parents and measures to ensure families can raise their concerns directly with businesses more effectively. The intervention will be seen as an attempt by Mr Cameron to reach out to mothers, prompted by concerns that his administration is losing the support of female voters.
In June, a government review led by Reg Bailey, the Chief Executive of the Mother’s Union, a Christian charity, made a series of recommendations, including the creation of a central website where parents can complain about any offensive material that they see in the media or while shopping.
Mr Cameron held an initial meeting with industry representatives, regulators and parents in October to discuss the implementation of a voluntary ban on inappropriate marketing aimed at children.
He has refused to rule out legislating to force unscrupulous companies to comply, if they refuse to do so freely.
A full review of progress will begin next October, led by Mr Bailey.
Teachers and specialists in child development have previously warned that the “all-pervasive” influence of marketing is damaging children’s well-being.
Evidence has been made public of teenagers being recruited as “mini marketers” to promote soft drinks and snacks to their friends, while social networking websites have also been found to have recruited children as “brand ambassadors”.
Mr Cameron has highlighted research that showed that children from disadvantaged backgrounds were the most likely to be susceptible to advertising and to believe that buying certain products would make them more popular and successful.
In Opposition, he said he wanted to see action to stop manufacturers pursuing children with products such as “padded bras and Lolita beds”.642-642