Conclusion
1.
The approach we have taken throughout this Review has been to listen to the concerns of parents about the pressures their children are under to grow up quicker than they think is right, and to consider what should and could be done in a practical way to alleviate these pressures. Although we conclude that these concerns are not at the forefront of most parents’ minds, we do not consider that this is a reason for complacency. The number of parents and organisations contributing to this Review show that there is significant interest in these issues and the majority of parents taking part felt that aspects of commercialisation and sexualisation made their children's lives, and their own by extension, more difficult than they needed to be. This is reason enough to act.
2.
Parents themselves have the primary responsibility for helping their children to grow up safely and healthily and at a pace that is right for the individual child. Children need their parents to help them navigate the world around them and to give them appropriate values as well as drawing reasonable boundaries that help minimise actual harm. But parents also want and expect businesses to support them in this. They want the commercial world to act responsibly towards children through, for example, helping to provide a family—friendly public space. Parents also want to be able to raise concerns when they think things are going wrong, to feel confident that they will be taken seriously, and that businesses will
put things right when needed.3.
Most businesses, most of the time, understand and respect the need to behave responsibly when providing goods and services for children. In our view, the existing statutory regulatory provision, with the exception of the changes needed to the Video Recordings Act 1984 and 2010, taken with the voluntary, co— and self—regulatory framework established by Government, regulators and industry, is adequate for its purpose. It does not appear to us, as things currently stand, that there is a need for more statutory controls on business relating to the commercialisation and sexualisation of children. However, what is required is a change in the way that businesses operate within the existing framework. In particular, the opinions of parents should be given greater prominence by broadcasters, businesses and regulators when developing and providing services and goods for children and families.
4.
We have certainly detected a willingness among companies to pay attention to the views of parents and to behave responsibly. That is why, in developing the recommendations in this report, we have sought to work with the direction of travel that responsible businesses have already taken. Businesses have an incentive to behave responsibly towards children and young people: they are likely to respond positively towards companies that listen to their concerns. Many businesses are already finding ways to do that and we have acknowledged the work that is being done by the British Retail Consortium, the Advertising Association and others to take account of the views of parents and young people.
5
Nevertheless we recognise that it can be difficult to bring about change and improvement in these matters voluntarily. It was made clear to us at the outset of this Review that the Government would, if necessary, introduce regulation in order to minimise the commercialisation of childhood and reduce the risk of premature sexualisation. We think that, if the voluntary measures set out in our recommendations are implemented, statutory measures will not be needed. However, this option needs to remain open if voluntary activity does not show progress.
6
While it is reasonable to allow industry and the regulators some time to act on the recommendations aimed at them in this report, we think that 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 businesses and others 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. Parents would want no less.
7
However, that does not mean that Government, parenting groups and others (including parents themselves) need do nothing until then. Rather, we would like to see them redouble their efforts to hold to account those to whom our recommendations are addressed. Given the strength of feeling that we have heard expressed during this Review, we have no doubt that they will.
RECOMMENDATION
14
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. ACTION: Government