Many UK retailers and manufacturers have come under fire in recent years for selling suggestive clothing to children.
In the past year, Abercrombie & Fitch, Matalan and Primark have all been forced to pull the plug on their padded bras and bikinis aimed at children as young as eight following a backlash from consumers.
This public outcry prompted several high street retailers to pledge a review of their product lines.
The Prime Minister David Cameron commissioned Reg Bailey, the Chief Executive of the Mothers’ Union to look into the pressures on children to grow up too quickly.
READ OTHER TOP STORIES IN THE WDM CONTENT NETWORK:
Does Marks and Spencer need a makeover?
Mobile Shopping: Hottest trend of the decade
Homeshop18 launches its next generation e-commerce portal
Americans didn't stop splurging after the holidays
Now the British Retail Consortium (BRC) is launching a new set of guidelines to prevent the sale of suggestive clothing like lace lingerie and push-up bras for children.
The new code, which coincides with the publication of the independent review issued by the PM, will put retailers under increased pressure to clean up their act in the next 18 months or face severe legislation.
The guidelines advise retailers that "fabrics and cut should provide for modesty" and "slogans and imagery must be age appropriate and without undesirable associations or connotations".
Nine stores including Asda, Debenhams, John Lewis, Next and Marks & Spencer have already signed up to BRC’s Childrenswear Guidelines.
Peacocks, Sainsbury’s and Tesco have also showed their support and others are being urged to participate.
“Our new guidelines provide extra reassurance for parents that these companies are just as concerned as they are about what their children wear,” said Jane Bevis of the British Retail Consortium.
“Responsible retailers assess all new products before they go into store, especially products for children. Buyers take into account the styling of clothes, the materials they’re made from and how they are decorated.”
