PRIME Minister David Cameron is planning tougher action against “unscrupulous” com- panies that use sexualised advertising and “pester power” to sell goods to children, it was reported last night.
Businesses have been warned that they face new rules to address fears over the commercial targeting of youngsters.
In a letter inviting senior industry figures to meet Mr Cameron early next year, children’s minister Sarah Teather said firms must “demonstrate the real difference they are making for families”.
“The Prime Minister and I will expect to see concrete progress, and for this to feel real and meaningful to parents and children,” she said. The initiative will be seen as an attempt by Mr Cameron to reach out to mothers amid concerns over his standing among female voters.
In June, a government review led by Reg Bailey, head of the Christian charity, the Mothers’ Union, made recommendations including the creation of a website where parents can complain about offensive material in the media or shops.
Mr Cameron held an meeting with industry representatives, regulators and parents in October to discuss the implementation of a voluntary ban on inappropriate marketing aimed at children. He has refused to rule out legislation to force unscrupulous companies to comply.
A full review of progress will begin next October.