Letting Children be Children
12.
Similarly, 40 per cent of parents in the omnibus survey for the Review said they had seen things in public places (e.g. shop window displays, advertising hoardings) that they felt were unsuitable or inappropriate for children to see because of their sexual content in the three months since November 2010 (this included images other than in advertisements).
13.
These figures show that a significant minority of parents feel negative effects from some images displayed, including advertising, in the public space. Unlike advertisements on television or radio, there is no option to 'switch off' on—street advertisements — there is no choice but to be exposed to them on, for example, billboards, bus shelters and public transport.
14.
Advertisements for perfumes on posters and in magazines, mentioned by a few parents in our Call for Evidence, were also singled out by parenting, education, women's and children and young people's organisations. These contributors expressed a perception that the men and women in these advertisements are often portrayed in highly sexualised ways and shown in stereotyped gender roles. It was felt that this put particular pressure on children and young people — both girls and boys — to conform both to certain body shapes and 'looks', and to particular gender roles.
15.
Parents in our qualitative research (Define, 2011), when shown copies of posters used in advertising campaigns for clothing, made a distinction between images where the posing of the models glamourised or portrayed sexual availability and those where a clear message about the garment (for example, its quality and cost) was used. The former were more objectionable than the latter, even if the latter used models that were less covered—up by the clothes.
"Advertising for perfumes is almost always of a sexual nature."
"Perfume adverts are particularly inappropriate as they often include semi—naked women or couples."
Parents, Call for Evidence response16.
Advertising is regulated by the Advertising Standards Authority (ASA), through the application of the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) codes. This regulatory system appears to be working well in general, but we consider that an element of added caution is warranted in the consideration of content and placement of advertising in public places. A significant minority of parents told us they were affected by on—street advertising, and the fact that members of the public, including children, cannot control their exposure to such advertisements does, we believe, place an element of added responsibility on advertisers.
17.
Contributors to the Review drew our attention to the tighter, albeit voluntary, restrictions
on the locating of alcohol advertising close to schools. The voluntary code of practice
26
