Shops could soon be banned from selling sexually suggestive clothing such as padded bras to children, if new guidelines being considered for retailers are passed.
The move comes after concerns were expressed last year when it emerged that padded bras for girls as young as nine are available for purchase in Irish stores, including Penneys.
Clothes and accessories that contribute to early sexualisation, such as skimpy swimwear and logos with suggestive slogans, could be forbidden by a code of conduct for retailers.
According to the Sunday Times, William Lavelle, a special adviser to the Minister for Children, Frances Fitzgerald, said that the proposal might be part of the Government strategy for children and young people, to be published this year.
The Department of Children and Youth Affairs has reportedly held talks with the National Consumer Agency about developing a code of conduct for retailers that would prevent them from selling clothes with sexually suggestive material to children.
Items of clothing that have previously come under fire include heeled shoes for toddlers, cropped tops shaped like bras for girls as young as five, and skimpy underwear for pre-teens that include inappropriate slogans.
In 2006, Tesco came under fire for selling a pole-dancing kit in the toys and games section of their website, advertised with the words, "unleash the sex kitten inside.”
It was withdrawn following pressure from parents' groups.
Eason's was criticised in 2007 for selling stationery aimed at children embellished with the Playboy logo.
A similar code of practice was developed in the UK last summer.
The new guidelines were drawn up by the British Retail Consortium (BRC) in June.
It followed concerns expressed by parents about padded swimwear and Playboy logo on clothes for pre-teen girls.
Children's Minister Frances Fitzgerald noted, "In Ireland, there is neither a code of conduct for the retail of children's wear nor even basic guidelines by the BRC. This should be addressed. We should be examining high-level objectives and the types of actions we should take in this country."
Several British chains, including Marks & Spencer, Next, Debenhams, TK Maxx, Argos and Tesco, agreed to adhere to the British rules in Ireland as well.
However, Irish owned retailers such as Penney's and Dunnes Stores are not subject to the code.