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Letting Children be Children

should include addressing issues on gender stereotyping and body image, and examine the full range of advertising, marketing (e.g. product placement, sponsorship) and commercial activity. This examination should cover activities directed at children and young people themselves, but also consider activities promoting goods and services not aimed at children (such as alcohol) but with which children are likely to have contact.These definitions will help inform a set of principles for regulation and practice which are age appropriate and draw on approaches used in the relevant business sectors as appropriate, easily understood by the public and in plain English.The principles should also be informed by and be illustrated through a full range of examples (preferably from the UK).

c.

Consumer voice

Identify what systems are currently in place to allow consumers to voice their concern and complaints across sectors, and assess whether there are any barriers to consumers doing so (e.g. lack of awareness, complexity of the system from point of view of consumer, lack of confidence in the system, methods for complaining).Where barriers exist. particularly for parents and young people, the Review should examine what steps can be taken to address these.The Review should also consider the role of the Big Society — e.g. social networks, communities, youth groups — in influencing change.

d.

Corporate social responsibility

Assess how businesses currently fulfil their corporate social responsibility in this area, through the full range of existing measures, and identify whether any changes need to be made to these measures,The Review will need to work with consumers, regulatory bodies and business representatives in identifying any possible changes. In particular, the Review should:

i)

Set out existing measures across relevant business sectors (e.g. advertising, marketing, press, broadcasting. digital services. trading standards and retail);

ii)

Assess whether these are adequate (sufficient or necessary) in minimising excessive commercialisation and premature sexualisation: and

iii)

Identify what further steps can be taken if existing measures are not adequate, including removing unnecessary measures as well as introducing more effective ones (exercising "one in one out" principle).

4.

Though wide—ranging, the scope of the Review should not include areas that are either currently being progressed by Government or do not focus explicitly on issues of commercialisation or sexualisation. Thus, the Review should not focus on:

a)

The internet itself and safeguarding in general, as this is currently the focus of a programme of work being undertaken through the UK Council for Child Internet Safety (UKCCIS); though clearly some intemet content is within scope.

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