Children and the Commercial World: A Parent's Perspective

This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review.

Children and the Commercial World: A Parent's Perspective

Karen Fraser and Cathryn Moses

INTRODUCTION

Background

In December 2010, the Bailey Review was launched by Government to address the ‘excessive commercialisation’ and ‘premature sexualisation’ of childhood. The Review is part of the Coalition Government's pledge to ‘crack down on irresponsible advertising and marketing’.

In response to the Review, Credos commissioned Dr Barbie Clarke to conduct qualitative and quantitative research to explore parental concerns of childhood today. The intention of this work was not only to contribute to the Review, but also to further our understanding of the impact of...

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