21 July 2011: The Bailey Review - The debate on commercialisation and sexualisation of children

Debate about the 'adultification' of children now has a prominent position in the mainstream and with the publication of the Bailey review in June 2011, there is a significant political momentum behind this issue.

Parental attitudes have demonstrated consistently high levels of concern about the commercialisation (when children are targeted as consumers) and the sexualisation (when materials or content of a sexual nature are inappropriately imposed on children) of childhood. Recent Department for Education (DfE) research found that 88% of parents surveyed felt that children are under pressure to grow up too quickly.

The debat extends beyond Westminster with a range of campaigns led by the third sector, highlighting the depth of feeling. In response to concerns raised by parents, health professionals, educators and a host of commentators, several reviews have been commissioned to examine the evidence.

Research does not tell a straightforward story of the impact on children of highly commercialised or sexualised influences and there are a number of gaps in the evidence base. While associations have been identified, definitive proof of 'cause and effect' is likely to continue to remain elusive. A host of factors are likely to exacerbate or mitigate the impact on children - and every child will response differently. Given this, it has ben suggested by several reviewers that a precuationary principle in relation to children might be justified.

The Bailey Review, they say, has made a significant contribution to the debat on commericalisation and sexualisation. It represents a realistic and grounded action plan for Government, businesses and regulators. It is great to see that there is an emphasis in the review on the voices of families and I feel the following views should be strongly endorsed:

• ensuring content of pre-watershed TV programming meets parents' expectations
• Ensuring regulation of advertising reflects more closely parents' and childrens' views
• Making it easier for parents to block age-restricted material from the internet
• Making it easier for parents to express their views about goods and services
• Developing a retail code of good practice on retailing to children
• Prohibiting the employment of children as brand ambassadors
• Ensuring greater transparency in the regulatory framework by creating a single website for regulators
• Raising parental awareness of marketing and advertising techniques
• Quality assurance for media and commercial literacy resources and education for children

Ultimately, the most significant protective factor for children is provided by parents and families being able to model responsible media consumptionand consumer behaviour. Just as parental engagement plays a significant part of a child's ability to read and write in their early years, so it should be seen as a key determinant of other forms of digital and consumer literacy.