Right: Advertisements for children's clothing ranges - and the clothing lines themselves - are being increasingly criticised for their alleged depiction of children as miniature adultsBackground information
In 2006, the Australia Institute published two discussion papers on the issue of the sexualisation of children in the contemporary media: 'Corporate paedophilia: sexualisation of children in the media' and 'Letting children be children: stopping the sexualisation of children in Australia.'The two papers prompted considerable public debate amongst parents, media and retail industry stakeholders, academics and others, indicating a high level of public interest in the issue.
On 15 August 2007, the Senate passed an Australian Democrat's motion noting the harmful effects of sexualisation of children in the media and calling on the Australian Communications and Media Authority (ACMA) to specifically comment on the issue in its then current review of the Commercial Television Industry Code of Practice and the Commercial Radio Code of Practice.
ACMA was also called on to make recommendations on the effectiveness of different approaches and strategies to reduce and/or prevent sexualisation of children in the media.
On 12 March 2008, the Senate referred the matter to the Senate Standing Committee on Environment, Communications and the Arts for inquiry and report by 23 June 2008.
The sexualisation of children in the contemporary media environment was to include radio and television, children's magazines, other print and advertising material and the Internet.
Some definitions of the sexualisation of children
In their 2006 report on what they termed metaphorically, 'corporate paedophilia', Dr Emma Rush and Andrea La Nauze attempted to define the sexualisation of children. Their definition follows, 'In the past, the sexualisation of children occurred indirectly, primarily through exposure of children to representations of teen and adult sexuality in advertising and popular culture.
The very direct sexualisation of children, where children themselves are presented in ways modelled on sexy adults, is a new development. The pressure on children to adopt sexualised appearance and behaviour at an early age is greatly increased by the combination of the direct sexualisation of children with the increasingly sexualised representations of teenagers and adults in advertising and popular culture.'
Advertising and marketing self-regulation in Australia
The Advertising Standards Board (ABS) investigates complaints. If it finds an advertisement breaches certain Australian Association of National Advertisers codes, it can request it be withdrawn.
The Australian Association of National Advertisers (AANA) has two codes relevant to the sexualisation of children. One says advertisements should comply with Commonwealth law and should treat the matter with 'sensitivity to the relevant audience'. It also has a special code for advertising to children, defined as those under 14. It has no specific reference to sex or sexualisation.
Commonwealth law concerning child pornography is covered by the Criminal Code Act 1995. It says that depictions of those under or appearing to be under 18 cannot include sexual acts or poses.