Government backs parenting groups recommendations

"Reg Bailey's recommendations have already prompted swift action from industry and regulators. Setting up the Parent Port website is just one of the steps they have taken. We want parents to use the website to give feedback, make complaints and learn more about media regulation, online safety and other aspects of the commercial world, like retailing, that have an impact on children."

– A Department for Education spokesman

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Parents' fears over child ads

Nine in 10 parents are concerned about the commercialisation and sexualisation of childhood, and think there are problems with the way some companies advertise to children, according to a poll for the Chartered Institute of Marketing.