Shops told: Don't sexualise children

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Mum and daughter shopping
New guidelines have been introduced for shops selling children's clothes to help make clothing more appropriate.

Over the past few years, a number of shops have received complaints over clothing that they were stocking - Asda removed a range of padded bras aimed at 9-year-olds, while Matalan was also criticised for selling padded bras to children and Tesco came under fire for selling high-heeled Disney shoes aimed at 3 year olds.

Now, the British Retail Consortium have released stricter guidelines to try and prevent inappropriate clothing reaching the shelves. Their guidelines state that clothes should have modest cuts and appropriate images and slogans.

So far, Asda, Debenhams, Argos, John Lewis, Marks & Spencer, Peacocks, Sainsbury's and Tesco have signed up with this new code of practice - and more are being encouraged to join.

In March, we asked you on Facebook what you thought about Matalan's padded bras, lots of you replied that it was 'disgusting' and 'wrong'.

Danielle said: 'Nothing shocks me now I've seen 'future footballer's wife' T-shirts at Primark for as young 2-3 years. It's crazy but parents should have a massive say on what their 8-year-olds are wearing, so lets hope that everyone agrees that a padded bra is wrong and no one buys them.'

While Julie-Liz said: 'My daughter is 6, I can't imagine her wearing a padded bra in just 2 short years! Retailers need to re-think some of their children's wear lines.

Kellie said: 'It's wrong! I don't agree with it at all. If I had a daughter that age I wouldn't be getting her one, that's for sure.'

What do you think about this sort of clothing for pre-teens? Is it sexualising our children and robbing them of our childhood? Or is it just a bit of fun and some people are being over sensitive? Leave a comment in the box below or on our Facebook page to tell us what you think.


Continued below...

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Frankie D

I agree wholeheartedly with the responses to the article. I've been trying to buy a pretty dress for my almost three year old granddaughter with NO success. I was horrified at the very sexually oriented outfits for her age group -such a sudden change from all the clothes for children up to 24 months. What's worse was trying to buy an outfit for her doll. Every range seemed to have been designed for would-be dominatrices by paedophiles! I was so thrilled to have a granddaughter after only sons and brothers so was shocked at how different clothes for girls are. Look in any department store and there is a VAST difference in the styles. I'm already worrying about the subliminal messages my little granddaughter might be receiving.


I am almost 50 and bra size 28aa was available when i was young - it was aimed at 12-13 years olds. However, it was just 2 flat triangles of material that would have made no difference to a childs shape, not padded to assume the look of a bust! The difference now is that people are so much 'bigger' that a 12 year old would not fit into a 28. I totally disagree with any clothes/items that attempt to portray kids as mini adults starting from newborns wearing designer jeans etc through to saucy underwear and clothes............................and they wonder why there are so many females abused!!


Oh god, I hate things like this - shops and brands trying to sexualise girls before they're ready. It makes me so cross. Let kids be kids. If girls develop early and need a bra then fair enough but there's no way they need to be padded. Grrrr.


It's totally wrong! If kids that age see that bras are available in their size they'll see no reason why they shouldn't be allowed to wear them.

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