Comment: Protecting our children from padded bras
Marketing to children has become a multi-billion pound industry, but there are signs retailers are becoming more responsible.
By David Morris MP
Last year I was approached by one of my constituents, a leading figure of the Lancashire Mothers Union. This was my first introduction to the “Bye Buy to Childhood” campaign.
The campaign sought to challenge the commercialisation of children.
At that time, figures published by the Mother’s Union suggested that nearly three-fifths of parents of children under-18 believed that advertising is harmful to them.
I decided to be the first MP to table an early day motion on the issue. Every parent is acutely aware of how influenced our young people are by advertising. My two sons are no exception. I began to research the marketing to and sexualisation of children and discovered that marketing to children has become an industry; in fact it has become big business worth ninety nine billion pounds. This is a huge industry.
Earlier this year the prime minister commissioned a report into the sexualisation of children which was published by the chief executive of the Mother’s Union Reg Bailey today. Mr. Bailey conducted an independent piece of research over a period of six months speaking to 2,000 parents, 550 young people and 120 organisations.
I welcome the report; it is thought provoking and I am certain will lead to much debate.
As a former songwriter, I have thought for some time that music videos are becoming too raunchy. If a comparison is made between music videos and music on the radio Ofcom are very good at ensuring radio stations broadcast appropriate content relative to the time of day. The radio edit of songs often omit offensive lyrics or lyrics are changed by record companies.
I welcome the idea of placing age restrictions on pop music videos; it will, on the one hand encourage record companies to reconsider who they would like to aim the song at and on the other hand prevent children from watching raunchy music videos that are simply inappropriate.
A number of other recommendations were made. I would like to focus on the idea of “providing parents with one single website to make it easier to complain about any programme, advert, product or service”. I think such a website would be easy to set up and could be a vital tool for parents who believe that their children are being inappropriately marketed to.
Following the original “Bye Buy campaign,” one major supermarket removed padded bras from sale to children.
I read a news report earlier today which suggests retailers are embracing the review and that a number of retailers plan to sign up to the code of conduct suggested by Mr Bailey. There appears to be universal agreement that children aged eight or nine do not need to wear items of clothing such as padded bras. To have them available for sale encourages children to grow up too quickly and the wider picture is that the availability of such clothing is putting pressure on children and their parents which is in my view harmful.
The prime minister will summon retailers, advertisers, broadcasters, magazine editors, video games and music industry chiefs and regulators for a summit in October to discuss progress. I am delighted retailers welcome this code of conduct; this is good news for children and their parents.
David Morris is the Conservative MP for Morecambe and Lunesdale. He proposed an early day motion regarding the commercialisation of children in November 2010.
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