BBC News - Sexualised products for children facing age curb plan

Retailers selling sexualised products aimed at children could face restrictions under plans being considered by the government.

An inquiry is getting under way to explore whether rules should prevent the marketing of children's items such as "Porn star" T-shirts or padded bras.

A code of conduct on "age appropriate" marketing and a new watchdog are among plans being considered.

Children's Minister Sarah Teather said parents faced a tidal wave of pressure.

She told the BBC it was the cumulative impact of things like magazine images and unsuitable products marketed at young people.

She said: "We have heard from parents about the impact of going into shops and seeing things that are unsuitable.

"If you are a mum and dad, trying to take your children Christmas shopping - it's a pretty hellish experience at the best of times but when you are seeing all these images all the time it increases the pressure on families."

'Wallpaper'
She said it was difficult for parents to protect children because of the influence of music videos, displays in High Street shops and features in teen magazines and on websites.

The inquiry is being headed by chief executive of Christian charity the Mothers' Union, Reg Bailey. He wants parents to send him examples of products of concern.

He said: "It's about the tone and the style of the way things are marketed to children. When you are so bombarded by marketing and sexualised imagery, it almost becomes wallpaper."

Other items which have been criticised include lap-dancing kits and Playboy-branded pencil cases.

In May, Prime Minister David Cameron vowed to take action to protect children from "excessive commercialisation and premature sexualisation".

He said he was shocked to discover beds with a "Lolita" branding were being marketed towards six-year-olds.

Lolita is a novel, later adapted into an Oscar-nominated movie, in which a middle-aged man becomes sexually obsessed with a precocious 12-year-old girl.

The Family and Parenting Institute welcomed the inquiry, and said parents were concerned that young children were experiencing "too much too young".

Chief executive Katherine Rake said: "Mothers and fathers regularly tell us that they don't want to see childhood disappearing.

"Confronting this issue is vital if we are to move closer to a family friendly society. We look forward to seeing progress made."