Australia: Guide To Portrayal Of Children In Media

DEDICATED children’s television channel, tougher scrutiny of music videos and stricter guidelines for advertisers have been recommended to combat the sexualisation of children.

The Senate Environment, Communications and the Arts Committee said yesterday the sexualisation of children was of increasing concern and “a significant cultural challenge”.

“This is a community responsibility which demands action by society,” the report says.

The Senate committee report, tabled in parliament yesterday, recommends a children’s television channel and a classifications system for magazines similar to that for television programs as two measures to combat sexualisation of children in the media.

Other recommendations include vetting of advertisements, for advertisers worried they are pushing the limits or for repeat offenders, and a call for broadcasters to review their classification of music videos.

Clive Hamilton, former executive director of the Australia Institute, which triggered the inquiry, said the report failed to understand or reflect the level of community concern about the issue. “The recommendations of the committee veer from the weak to the pathetic and suggest that the inquiry allowed itself to be snowed by the advertising industry,” Dr Hamilton said.

The Australia Institute’s 2006 report, Corporate Pedophilia, which claimed that large retailers were sexualising children in their advertising, prompted heated debate about the issue and ultimately led to the inquiry.

Children’s welfare advocates argued the report’s recommendations for dealing with the problem did not go far enough.
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– By Nicola Berkovic

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