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Marketing bras to eight-year-olds - how a national icon is abusing Australia’s trust



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Senator Stephen Parry Chief Opposition Whip in the Senate Manager of Opposition Business in the Senate Liberal, Tasmania

MEDIA RELEASE

Sunday June 20, 2010

Marketing bras to eight-year-olds - how a national icon is abusing Australia’s trust

REVELATIONS that the child sexualisation trend has now seen an Australian clothing icon marketing bras to eight-year-olds may demand government intervention, Tasmanian Liberal Senator Stephen Parry said today.

“Child psychologists have roundly criticised Bonds for its decision to put a soft cup bra on children’s wear shelves and so they should,” Senator Parry said.

“That a trusted Australian icon, until now renowned as a good corporate citizen, should fuel the early sexualisation of our children, and defend its actions as serving a market, is as disappointing as it is alarming.

“Bonds is where we go for our essentials; not to have our children sexualised.”

Senator Parry, who served on the 2008 Senate inquiry into the sexualisation of children in the media, said the latest example of irresponsible marketing suggested the media and retail industries had not got the message.

“That these companies snub the advice of leading child and clinical psychologists, such as Michael Carr-Gregg and Amanda Gordon, demonstrates that they do not care about this serious issue,” he said.

“The fact is our children are every day coming under more and more pressure to grow up faster, to become adults before they are ready, and this poses serious social and health issues for the community and the individual.

“I have always believed in industry self-regulation, but this latest example of a retailer snubbing the growing concern in our community may force us down the path of government regulation.

“We must say no to those who refuse to let our kids be kids.”

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