The Issue
What is Sexualisaton?
"Exposing children to inappropriate sexualised imagery in a bid to sell products and make profit."
Kids Free 2b Kids
"A person's value comes only from his or her sexual appeal or behaviour, to the exclusion of other characteristics."
"A person is held to a standard that equates physical attractiveness with being sexy."
"A person is sexually objectified - that is, made into a thing for others' sexual use, rather than seen as a person with the capacity for independent action and decision making."
American Psychological Association
Childhood is recognised as a time of innocence, playfulness, fun and spontaneity. Children should be able to develop at their own pace, without undue pressure and influence from mass media marketing and advertising.
Parents don't necessarily want to wrap their kids up in cotton wool, but most do want to provide an environment in which children can develop to their full potential: that means maturing physically, psychologically and sexually at age appropriate stages.
Recent international and Australian studies have highlighted the significant impact that the sexualisation of children in advertising and marketing campaigns is having on children's physical and psychological health.
To make it worse, the sexualisation of kids in the media appears to be on the increase.
Many members of the community are deeply concerned about the trend.
A number of prominent Australians have spoken out but, to date, there has been no sustained public debate on the issue. For that reason we feel it is imperative that there should be a national community education campaign to heighten the public's awareness of the issue.
"The AANA, the Advertising Association, understands the concerns that have been expressed. I do have to say though, that we're not quite sure, as yet, to what extent they are community concerns".
Collin Segelov. Chief Executive, Australian Association of National Advertisers.
"Children continue to be exposed to a whole range of sexual imagery that normalizes sexuality for them, and in that process, I think there are some long term consequences to children and to childhood in Australia."
Dr Joe Tucci. Australian Childhood Foundation.
"The standards in the media and advertising are too low and out of touch with the general community."
Bernie Geary. Child Safety Commissioner.
"Adults must protect very young kids from the notion that sex sells - products and the self. If they do, they'll be given the time and space to create solid foundations and nurture kids imaginations and identities; ones that aren't contingent upon sex, looks or material possessions".
Dr Karen Brooks. Senior Lecturer Communication & Cultural Studies, University of Sunshine Coast.
"This is clearly a serious issue for children and for parents and it is a real worry. There is a lot of evidence that this could be harming children, and if it is, then we need to act."
Lynne Wannan. Chairwoman Victorian Childrens Council.