British Retail Consortium Guidelines to Stop Sexualisation of Children’s Fashion

Pressure to take action over unsuitable clothing has been mounting on the UK Government by concerned lobby groups, including Mothers’ Union and Mumsonline. Improper and provocative fashion has been the main distress - but also the marketing of children’s products using obscure and overt sexual references to encourage parents to buy products which are either inappropriate in style or have erroneous advertising and logos emblazoned on them.

Online PR News – 14-October-2011 – – UK government backs retailers

The movement to end the “Sexualisation of Children” has gained the support of the UK government’s Minister of State for Children & Families, Sarah Teather. She has approved the
British Retail Consortium (BRC) Guidelines which seeks to end the “Sexualisation of Children” in retailing and advertising.

“Responsible BRC members have long taken steps to ensure the products they offer meet their customers’ expectations of quality, price, style and taste. As a result there is a strong body of knowledge within the BRC on managing the inevitable reputation risks thrown up in a fast moving commercial environment” said Stephen Robertson, Director General of BRC.

Mr Robertson states that the BRC ( invites all childrenswear retailers to join and sign up to deliver the best childrenswear in the world and offer a wider choice of practical, fun and appropriate clothing to suit everyone’s budget. Currently UK retailers: Argos, Debenhams, George, John Lewis Partnership, Marks & Spencer, Next, Peacocks, Pumpkin Patch, Sainsbury, Tesco and TK Maxx have given support to the Guidelines.

Guidelines to cover all types of products

The Guidelines attempt to incorporate all childrenswear products, ranging from footwear to outerwear with special emphasis on underwear and swimwear. In addition, the Guidelines factor the different end-use requirements such as school, play, swim and party wear.

A contentious and popular topic is the marketing of clothing to under 12 years-olds in the form of still photography or the moving image. The Guidelines provide reference about what is considered reasonable and what is not.

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