News story

PM: ‘let children behave like children’

Read about new measures to protect children from commercialisation and sexualisation in society.

This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government

External site: Reg Bailey report External site: Department for Education

New measures announced today follow an independent report by Reg Bailey, Chief Executive of Mother’s Union.

His report ‘Let Children be Children’ found that society is full of sexualised imagery and that families don’t feel in control.

New measures to support parents have been announced today. They include:

  • consulting on whether the current age rating system should be extended to cover more music DVDs and Blu-ray discs
  • working with the music industry, online retailers and video services, to have clear warnings on explicit videos where they are shown online. By the end of the year, YouTube will provide the music industry with the ability to label their videos ‘explicit’
  • work with the BPI (the British record industry’s trade association) and digital services to ensure parents have the option of controls that will hide videos and songs intended for an older audience
  • taking forward the final stage of legislation needed so that the planned new system of age classification and labeling for videogames giving clearer age ratings and advice for parents can start in July. 
  • asking the Advertising Standards Authority to consider whether more should be done to spell out the commercial intent of ‘advergames’ to young people and their parents.

Speaking to today’s Daily Mail, David Cameron said the Government was determined to help parents ensure that ‘children have a childhood’.

The Prime Minister added:

‘Reg Bailey has done good work right across the board, whether it’s videos, video games, music videos, street adverts, just trying to turn the dial back a bit on over-sexualisation and allowing children to behave like children.’

As part of the response to the Bailey review, UK media regulators joined forces in October 2011 to launch ParentPort, a website to help parents keep their children safe from inappropriate programmes, adverts, products and services.

Updates to this page

Published 9 May 2012