 Rag Bailey has now published his hardly independent review on sexualisation and rather reveals his nutter stance by claiming that the world is a nasty place and that in an ideal world, adult entertainment would be shunned by society. He says:
We believe that a truly family-friendly society would not need to erect barriers between age groups to shield the young: it would, instead, uphold and reinforce healthy norms for adults and children alike, so that excess is recognised for what it is and there is transparency about its consequences.
Bailey’s summary reads:
The Review has encountered two very different approaches towards helping children deal with the pressures to grow up too quickly. The first approach seems to suggest that we can try to keep children wholly innocent and unknowing until they are adults. The world is a nasty place and children should be unsullied by it until they are mature enough to deal with it. This is a view that finds its expression in outrage, for example, that childrenswear departments stock clothes for young children that appear to be merely scaled-down versions of clothes with an adult sexuality, such as padded bras. It depends on an underlying assumption that children can be easily led astray, so that even glimpses of the adult world will hurry them into adulthood. Worse still, this approach argues, what children wear or do or say could make them vulnerable to predators or paedophiles.
The second approach is that we should accept the world for what it is and simply give children the tools to understand it and navigate their way through it better. Unlike the first approach, this is coupled with an assumption that children are not passive receivers of these messages or simple imitators of adults; rather they willingly interact with the commercial and sexualised world and consume what it has to offer. This is a view that says to do anything more than raise the ability of children to understand the commercial and sexual world around them, and especially their view of it through the various media, is to create a moral panic. The argument suggests that we would infantilise adults if we make the world more benign for children, so we should adultify children.
This Review concludes that neither approach, although each is understandable, can be effective on its own. We recognise that the issues raised by the commercialisation and sexualisation of childhood are rooted in the character of our wider adult culture and that children need both protection from a range of harms, and knowledge of different kinds, appropriate to their age, understanding and experience. Parents have the primary role here but others have a responsibility to play an active part too, including businesses, the media and their regulators. Above all, however, we believe that a truly family-friendly society would not need to erect barriers between age groups to shield the young: it would, instead, uphold and reinforce healthy norms for adults and children alike, so that excess is recognised for what it is and there is transparency about its consequences. The creation of a truly family-friendly society is the aspiration: in the meantime, we need a different approach.
Reg Bailey’s recommendations are:
- Ensuring that magazines and newspapers with sexualised images on their covers are not in easy sight of children. Retail associations in the news industry should do more to encourage observance of the voluntary code of practice on the display of magazines and newspapers with sexualised images on their covers. Publishers and distributors should provide such magazines in modesty sleeves, or make modesty boards available, to all outlets they supply and strongly encourage the appropriate display of their publications. Retailers should be open and transparent to show that they welcome and will act on customer feedback regarding magazine displays.
- 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.
- Ensuring the content of pre-watershed television programming better meets parents’ expectations. There are concerns among parents about the content of certain programmes shown before the watershed. The watershed was introduced to protect children, and pre-watershed programming should therefore be developed and regulated with a greater weight towards the attitudes and views of parents, rather than viewers as a whole. In addition, broadcasters should involve parents on an ongoing basis in testing the standards by which family viewing on television is assessed and the Office of Communications (Ofcom) should extend its existing research into the views of parents on the watershed. Broadcasters and Ofcom should report annually on how they have specifically engaged parents over the previous year, what they have learnt and what they are doing differently as a result.
- Introducing Age Rating for Music Videos. Government should consult as a matter of priority on whether music videos should continue to be treated differently from other genres, and whether the exemption from the Video Recordings Act 1984 and 2010, which allows them to be sold without a rating or certificate, should be removed. As well as ensuring hard copy sales are only made on an age-appropriate basis, removal of the exemption would assist broadcasters and internet companies in ensuring that the content is made available responsibly.
- Making it easier for parents to block adult and age-restricted material from the internet: To provide a consistent level of protection across all media, as a matter of urgency, the internet industry should ensure that customers must make an active choice over what sort of content they want to allow their children to access. To facilitate this, the internet industry must act decisively to develop and introduce effective parental controls, with Government regulation if voluntary action is not forthcoming within a reasonable timescale. In addition, those providing content which is age-restricted, whether by law or company policy, should seek robust means of age verification as well as making it easy for parents to block underage access.
- Developing a retail code of good practice on retailing to children. Retailers, alongside their trade associations, should develop and comply with a voluntary code of good practice for all aspects of retailing to children. The British Retail Consortium (BRC) should continue its work in this area as a matter of urgency and encourage non-BRC members to sign up to its code.
- Ensuring that the regulation of advertising reflects more closely parents’ and children’s views. The Advertising Standards Authority (ASA) should conduct research with parents and children on a regular basis in order to gauge their views on the ASA’s approach to regulation and on the ASA’s decisions, publishing the results and subsequent action taken in their annual report.
- Prohibiting the employment of children as brand ambassadors and in peer-to-peer marketing. The Committee of Advertising Practice and other advertising and marketing bodies should urgently explore whether, as many parents believe, the advertising self- regulatory codes should prohibit the employment of children under the age of 16 as brand ambassadors or in peer-to-peer marketing – where people are paid, or paid in kind, to promote products, brands or services.
- Defining a child as under the age of 16 in all types of advertising regulation. The ASA should conduct research with parents, children and young people to determine whether the ASA should always define a child as a person under the age of 16, in line with the Committee of Advertising Practice and Broadcast Committee of Advertising Practice codes.
- Raising parental awareness of marketing and advertising techniques. Industry and regulators should work together to improve parental awareness of marketing and advertising techniques and of advertising regulation and complaints processes and to promote industry best practice.
- Quality assurance for media and commercial literacy resources and education for children. These resources should always include education to help children develop their emotional resilience to the commercial and sexual pressures that today’s world places on them. Providers should commission independent evaluation of their provision, not solely measuring take-up but, crucially, to assess its effectiveness. Those bodies with responsibilities for promoting media literacy, including Ofcom and the BBC, should encourage the development of minimum standards guidance for the content of media and commercial literacy education and resources to children.
- Ensuring greater transparency in the regulatory framework by creating a single website for regulators. There is a variety of co-, self- and statutory regulators across the media, communications and retail industries. Regulators should work together to create a single website to act as an interface between themselves and parents. This will set out simply and clearly what parents can do if they feel a programme, advertisement, product or service is inappropriate for their children; explain the legislation in simple terms; and provide links to quick and easy complaints forms on regulators’ own individual websites. This single website could also provide a way for parents to provide informal feedback and comments, with an option to do so anonymously, which regulators can use as an extra gauge of parental views. Results of regulators’ decisions, and their reactions to any informal feedback, should be published regularly on the single site.
- Making it easier for parents to express their views to businesses about goods and services. All businesses that market goods or services to children should have a one-click link to their complaints service from their home page, clearly labelled complaints. Information provided as part of the complaints and feedback process should state explicitly that the business welcomes comments and complaints from parents about issues affecting children. Businesses should also provide timely feedback to customers in reaction to customer comment. For retail businesses this should form part of their code of good practice (see Recommendation 6), and should also cover how to make it.
- Ensuring that businesses and others take action on these recommendations. Government should take stock of progress against the recommendations of this review in 18 months’ time. This stocktake should report on the success or otherwise of businesses and others in adopting these recommendations. If it concludes that insufficient progress has been made, the Government should consider taking the most effective action available, including regulating through legislation if necessary, to achieve the recommended outcome.
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