# Letting Children be Children/Summary of Report and Recommendations

Published by the Department of Education in London.
​Summary of Report and Recommendations
​Theme 1 – The 'Wallpaper' of Children's Lives
Overview
* We are all living in an increasingly sexual and sexualised culture although it is far from clear how we arrived at this point
* Many parents feel that this culture is often inappropriate for their children and they 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
* Where 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.
What we would like to see
That sexualised images used in public places and on television, the internet, music videos, magazines, newspapers and other places are more in line with what parents ﬁnd acceptable and that public space becomes more family friendly
Recommendations
Reducing the amount of on street advertising containing sexualised imagery in locations where children are likely to see it. The advertising industry should take into account the social responsibility clause of the Committee of Advertising Practice (CAP) code when considering placement of advertisements with sexualised imagery near schools in the same way as they already do for alcohol advertisements. The Advertising Standards Authority (ASA) should place stronger emphasis on the location of an advertisement, and the number of children likely to be exposed to it, when considering whether an on street advertisement is compliant with the CAP code he testing of standards that the ASA ​undertakes with parents (see Recommendation 7) should also cover parental views on location of advertising in public spaces. ACTION: Advertisers, advertising industry bodies, and the ASA
Theme 2—Clothing, Products and Services for Children
Overview
* The 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 are responding. They need to be explicitly and systematically family friendly, from design and buying through to display and marketing.
What we would like to see
That retailers do not sell or market inappropriate clothing, products or services for children.
Recommendations
Theme 3 — Children as Consumers
Overview
* We all live in a commercial world and children are under pressure from a range of sources to act as consumers.
* We 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 look 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 regulations to protect children but some gaps exist.
* Regulators cannot realistically be expected to anticipate detailed developments in the new media. However, an absence of regulation does not absolve businesses from acting responsibly by themselves.
What we would like to see
That the regulations protecting children from excessive commercial pressures are comprehensive and effective across all media and in line with parental expectations.
​That marketers do not exploit any gaps in advertising regulation in order to unduly influence the choices children make as consumers.
That parents and children have a sound awareness and understanding of marketing techniques and regulation.
Recommendations
​Theme 4 — Making Parents' Voices Heard
Overview
* Parents have told us that they feel they cannot make their voices heard, and that they often lack the confidence to speak out on sexualisation and commercialisation issues for fear of being labelled a prude or out of touch.
* Business and industry sectors and their regulators need to make clear that they welcome, and take seriously, feedback on these subjects.
* Given the technology available, regulators and businesses should be able to find more effective ways to encourage parents to tell them what they think, quickly and easily, and to be transparent in telling parents how they are responding to that feedback.
* Once parents know that their views are being taken seriously, we would expect them to respond positively towards companies that listen to their concerns.
What we would like to see
That parents find it easier to voice their concerns, are listened to more readily when they do, and have their concerns visibly acted on by businesses and regulators.
Recommendations
Conclusion
Overview
* The Government should monitor implementation and formally review progress in 18 months' time.
* A stocktake, to include an independent assessment of progress, should report on the success or otherwise of business, regulators and Government in adopting the recommendations of this Review.
* If the stocktake reaches the conclusion that insufficient progress has been made, our view is that the Government would be fully entitled to bring forward appropriate statutory measures to ensure action is taken.
What we want to see
That the actions recommended in the report are implemented by broadcasters, advertisers, retailers, other businesses and regulators within a reasonable timescale.
Recommendation