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Prime minister supports Mothers’ Union report, but insists change comes through ‘social responsibility, not state control’ David Cameron has given strong backing to proposals to shield children from sexualised imagery across the media and tackle the commercialisation of childhood, but insisted that the way to bring about change is through “social responsibility, not state control”. An independent report by Reg Bailey, the chief executive of the Mothers’ Union , a Christian charity, will today set out a range of proposals to tackle the sexualisation and commercialisation of childhood. Retailers will be asked to sell “lad’s mags” in brown sleeves, the Advertising Standards Authority will look at ways to discourage billboards near schools and music videos will be given age-appropriate ratings under the plans , which were first revealed by the Guardian at the weekend. But Cameron appears to have rejected a recommendation to enforce the proposals with legislation if they were not voluntarily embarked on by retailers and publishers within 18 months. The prime minister today wrote to Bailey thanking him for his report. “I very much agree with the central approach you set out,” the letter says. “As you say, we should not try and wrap children up in cotton wool or simply throw our hands up and accept the world as it is. Instead, we should look to put ‘the brakes on an unthinking drift towards ever-greater commercialisation and sexualisation’.” But he does not commit to legislation with any of the recommendations, including toughening up the TV watershed. Bailey’s report asks for government and business to work together to tackle the problem – for example, by ending the sale of inappropriately “sexy” clothing for young children, such as underwired bras and T-shirts with suggestive slogans. But Bailey recommends that if progress is not made the government should force retailers to make the changes in 18 months. Cameron’s letter says: “I note that many of the actions you suggest are for business and regulators to follow rather than for government. I support this emphasis, as it consistent with this government’s overall approach and my long-held belief that the leading force for progress should be social responsibility, not state control.” Cameron highlights recommendations to reduce on-street advertising containing sexualised imagery near schools, moves to make it easier for parents to block adult and age-restricted material across all media, and a crackdown on companies paying children to promote their products in “peer-to-peer marketing”. He has called a meeting at Downing Street, to which retailers, advertisers, broadcasters, magazine editors, video games manufacturers, music producers, internet and phone companies and regulators will be invited to discuss progress on specific recommendations. In the meantime, a “whistleblowing” website for parents will be set up to inform them what they can do if they feel a programme, advertisement, product or service is inappropriate for their children. Children Child protection David Cameron Magazines Advertising Family Parents and parenting Polly Curtis guardian.co.uk