A UK Government-commissioned inquiry into the sexualisation and
commercialisation of childhood has recommended that music videos should
have age ratings to protect children from sexual images.
The review into the sexualisation and commercialisation of childhood,
published on Monday, was commissioned by the Prime Minister David
Cameron.
It was carried out by Reg Bailey, the head of the Mothers'
Union, who says parents are unhappy about "an increasingly sexualised
culture.”
The independent review calls for an age-rating system, similar to
that used for films, which would restrict the times when raunchy videos
can be shown.
There has been recent controversy about music videos by
Rihanna and Lady Gaga.
Mr Bailey recommends that the retail, advertising and video
industries be given eighteen months to clean up their acts voluntarily,
or face tougher government regulation.
His report will call for a
single online portal to be set up as a gateway for parents to complain
about the way products are marketed to children, to help them find their
way through the confusing plethora of regulatory bodies.
Launching his inquiry in December, Mr Bailey said his concern was
''the tone and the style of the way things are marketed to children,’’
adding: ''When you are so bombarded by marketing and sexualised imagery,
it almost becomes wallpaper.''
Mr Cameron revealed last year that he had told his own six-year-old
daughter Nancy to stop listening to songs by Lily Allen because some of
the sexual references in her lyrics were inappropriate for a child of
that age.
He said then, ''You can't cut children off from the
commercial world, but we should be able to help parents more in terms of
trying to make sure that our children get a childhood and that they are
not subject to unnecessary and inappropriate commercialisation and
sexualisation too young.''
Broadcasters would be expected to pay heed to the age rating when deciding when to broadcast music videos.
Recently, the X Factor faced complaints about performances by
Christina Agueilera and Rihanna, but the regulator Ofcom did not uphold
them.
A survey carried out for the review suggested that almost nine out of
ten UK parents thought children had to grow up too early.
About half
of the 1,000 parents questioned were unhappy with what was shown on
television before the current "watershed" of 9:00pm.
A majority of parents of five to 16-year-olds said music videos and a
"celebrity culture" were encouraging children to act older than they
were.
The review also looked at concerns about adult-style clothing aimed
at young children, as well as toys and games some parents feel are
inappropriate.
Padded bras and other adult clothing aimed at young
girls is a concern for some parents
Mr Bailey believes sexually explicit videos contribute to a "wallpaper" of sexual images surrounding children.
Speaking last month, he said parents are "struggling against the slow
creep of an increasingly commercial and sexualised culture and
behaviour, which they say prevents them from parenting the way they
want.”
He said parents "had little faith in regulators or businesses
taking their concerns seriously,” but also were put off complaining by
fears they would be seen as "prudish or out of touch.”
His review is expected to call for the advertising industry not to
place adverts containing sexualised imagery close to schools, nurseries
and playgrounds.