Children and the Commercial World: Exploring the attitudes of children and parents

Barbie Clarke

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 advertising and marketing on children.

This report provides a detailed analysis of the qualitative research conducted.

EXECUTIVE SUMMARY

  • Parents voiced very real concerns about outside influences that were more to do with the pragmatic business of ensuring their kids grow up reasonable happy, reasonably successful, and fit and healthy.