Introduction
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Further details are in Annexes B,C and D summary of the TNS Omnibus survey, the Call for Evidence from parents, the parent Qualitative research conducted by Define Research &Insight and the question sets for both Calls for Evidence are published separately to this report (www education.gov.uk). The rapid review of most recent academic evidence (Phoenix,2011) and an analysis of the regulatory systems of other countries (Statham Mooney and Phoenix, 2011) both of which we commissioned from the Childhood Wellbeing Research Centre (CWRC), are published on the CWRC website (http://www.cwrc.ac.uk/proects.html)
The themes
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As the Review progressed we identified four Key themes that particularly concerned parents and the wider public which we explore further in this report
Theme 1—the ‘wallpaper’ of children’s lives
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We are all living in an increasingly sexual and sexualised culture although it is far from clear how we arrived at this point any parents feel that this culture is often inappropriate for their children hey want more power to say ‘no’ Some parts of the business world and sections of the media seem to have lost their connection to parents and this is compounded in some new media where there is limited regulation here regulation does exist regulators need to connect better with parents and encourage businesses to comply with the ‘spirit of the regulation’ here regulation does not exist businesses need to behave more responsibly
Theme 2–clothing products and services for children
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Sexualised and gender stereotyped clothing products and services for children are the biggest areas of concern for parents and many non commercial organisations contributing to the Review with interest fanned by a sometimes prurient press he issues are rarely clear cut with a fine balance on a number of points – taste preference choice affordability fashion and gender preferences Retailers are aware of the issues and sensitivities and they are responding hey need to be explicitly and systematically family friendly from design and buying through to display and marketing.
Theme 3 – children as consumers
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We all live in a commercial world and children are under pressure from a range of sources to act as consumers e do not want to cut children off from the commercial world completely as we believe that it brings benefits and parents tell us that they want to manage the issue themselves supported by proportionate regulation and responsible businesses. While adults may understand that companies might loo to 'push the boundaries' when advertising to them children are especially vulnerable and need to be given special consideration Special measures already exist in advertising and marketing
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