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Introduction
DCSF/DCMS made clear this is an area where the evidence of harm is not conclusive and views are polarised.
6.
The Review recognises that there is a rich and growing, if still inconclusive, body of research into these issues. However, we believe that the voices of parents should be heard more loudly in the debate and so we have had a clear and deliberate focus on enabling as many parents as possible to take part. Similarly, children themselves need to have their voices heard, and this Review has therefore tried to use what children and young people have told us to enable them to have a more direct voice.
7.
We have set out in this Review to be honest about the problems. The vast majority of parents want their children to grow up happy, healthy and safe. Worries about the commercialisation and sexualisation of childhood are not likely to be their most immediate priority as they bring up their children. However, it is clear that when asked, many parents believe that their children do face these pressures. They are also concerned about some of the things they and their children see and have to deal with. Parents are happy to take responsibility for their children’s upbringing but, they expect and want businesses and others to support them and to deal fairly and responsibly with children.
8.
We have arrived at some practical actions that can be taken to make a difference to parents and children. We believe there is a good deal of willingness to embrace change voluntarily and without the need to resort immediately to new laws or statutory regulations. Nevertheless the government has made clear to us that if, satisfactory progress cannot be made on a voluntary basis, it will consider further legislation. Central to the task for businesses and regulators will be to make sure that parents’ voices and wherever possible, those of children and young people themselves are heard more strongly and heeded more often. Parents are the principal guardians of their children’s happiness and healthy development, and we believe that their views have a special status beyond that of other groups.
9.
The previous reviewers, and many contributors to this Review, have suggested that further research, particularly longitudinal research, should be undertaken to investigate whether there is any evidence of harm to children from commercialisation and sexualisation and how this harm occurs. No doubt more research will be helpful, but we should not wait for this before acting: insufficient evidence to prove conclusively there is harm to children does not mean that no harm exists. If parents are concerned that their children are exposed to potential harm from commercialisation and sexualisation it is their common sense and their sense of what is right for their family that tells them this. We should use that same common sense and those same values to take a precautionary approach and say that there are actions we can and should take now to make our society a more family friendly place his Review was conducted with this principle firmly in mind.
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