Issues like the sexualisation and abuse of children aren’t humorous. They are serious.

The Cotton On store declared in August that it would remove inappropriate slogan t-shirts after public pressure from around Australia and New Zealand – including comments from child development professionals, calling for the removal of the slogan t-shirts.

Today in The Herald Sun,  http://www.heraldsun.com.au/news/victoria/boycott-call-on-tot-shop/story-e6frf7kx-1225799481123 it was revealed that Cotton On have continued to sell t-shirts such as ‘I’m a Tit’s Man’ ‘I’m bringing sexy back’ and ‘milk today, beer tomorrow’.

Retailers, marketers and advertisers need to be proactive in their responsibility to children and the messages they are exposed to.

It’s time for them to pay attention to child development professionals, and increasing research, which says the sexualisation of our children is impacting on their mental health and well being.

  • Adult sexualised innuendo/humour does not belong on children’s/baby wear. It should be a no-go zone!
  • Children/babies become billboards, and this is involuntary exposure for other kids, siblings and  friends to receive those messages.
  • One of the strong messages is that this is OK. It’s acceptable…it’s normal.
  • It’s part of the normalisation & desensitisation of what many academics are calling the pornificaiton of society and is symbolic of the broader issue of the sexualisation of children.
  • Sexualised messages have become so all pervasive in our society that there are no longer any boundaries. It is no longer the preserve of adulthood.
  • When retailers happily promote ‘edgy’ and ‘provocative humour that pushes the boundaries’ on baby’s wear – then it is a clear sign that we have crossed a line.

Writer Julie Gale, Editor Dr Ramesh Manocha