Introduction
but others have a responsibility to play an active part too, including businesses, the media and their regulators. Above all, however, we believe that a truly family friendly society would not need to erect barriers between age groups to shield the young: it would instead, uphold and reinforce healthy norms for adults and children alike, so that excess is recognised for what it is and there is transparency about its consequences he creation of a truly family friendly society is the aspiration in the meantime we need a different approach.
21.
This approach means both putting the brakes on an unthinking drift towards ever greater commercialisation and sexualisation, while also helping children understand and resist the potential harms they face.
22.
For us to let children be children, we need parents to be parents Parents are clear that they have the main responsibility to raise their children, and to help them deal with the pressures of growing up. What parents have said, however, is that they need help to do so, and that businesses and broadcasters have a part to play in creating a more family-friendly world. We also want it to be more socially acceptable for parents and others to say that they are not happy about aspects of sexualisation and commercialisation, without fearing ridicule or appearing out of touch. Because of the responsibilities that parents have for their children, we believe that their views need to be given extra consideration in this regard, more than perhaps any other section of society. We consider that businesses, the media and regulators all have a role to play in signalling that such feedback is welcome and indeed normal. Those channels by-and-large already exist but in many cases they are neither as effective nor as transparent as they should be. The recommendations of this Review provide practical actions to help support and give a voice to parents in this way but it is then for parents to ma e the most of these tools and avenues
23.
This approach also requires parents to acknowledge their own ambivalence towards some aspects of commercialisation and sexualisation. By not using parental internet controls, by buying an 18-rated game for a younger child, by wanting their children to have the latest technology and most fashionable clothes, parents can themselves be complicit in adding to the pressures.
What next?
24.
This report sets out some of the things that businesses and their regulators as well as Government, can do to minimise the commercialisation and sexualisation of childhood. There are more detailed recommendations in each chapter of the report. Concerns about these issues have been with us for a long time, however, and this Review, as others before it, certainly cannot provide a single solution. The debate will continue, but must do so in a constructive and balanced way with the media as well as campaigning groups keeping a healthy debate alive.
11
