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Commercials 'killing childhood' Call for ban on in-school adverts
(about 23 hours later)
Teachers are warning that children are growing up too quickly because of pressure from advertising and commerce. A teachers' union has condemned what it sees as the increasing and damaging commercialisation and sexualisation of childhood.
They say advertising which targets children should be more tightly controlled because it encourages poor diets and general ill-health. A charter from the National Union of Teachers calls for a legal ban on advertising in schools and curbs on who can produce educational materials.
The call comes from the annual conference of the National Union of Teachers in Harrogate, where delegates will also discuss education reforms. General Secretary Steve Sinnott said "irresponsible" firms made it hard for teachers to promote healthy lifestyles.
Controls on advertising junk food to children came into force this week. Some of the companies complained about have denied doing anything wrong.
But dedicated children's channels are allowed to phase in the restrictions, which affect programmes aimed at four to nine year olds. We take our duties as a responsible retailer very seriously indeed Asda
'Initiative overload' In its 12-point charter, Growing Up in a Material World, the NUT said children were deliberately targeted by advertising, sponsorship and "viral marketing" campaigns that could damage their physical and mental well-being.
They need only to comply fully with the ban on advertising high fat, salt or sugar foods by 1 January 2009. The charter was published at the start of the union's annual conference in Harrogate.
From 1 January 2008 the restrictions will be extended to TV shows aimed at children up to 15, as well as adult programmes watched by a large number of children. Mr Sinnott said teachers felt constrained in trying to raise the issue, because parents were busy collecting vouchers from Cadbury chocolates or Walkers Crisps literally under the banner of books for schools.
The teachers complain the adverts encourage children to use "pester power" on their parents and say that children are growing up too fast because of commercial pressures. "Why did supermarkets produce vouchers?
Other issues they will highlight during the annual conference are imminent reforms in the education system, including new diplomas for 14 to 19 year olds and changes to the national curriculum. "It's not to ensure that our youngsters are IT literate it's to raise the profile of supermarkets.
Delegates will say they are suffering from "initiative overload", especially with regard to 14 to 19 education. "Look at the school gate," he said. "There's a big banner. The school looks as if it is identifying itself with Sainsbury's."
Specialised, work-related diplomas are due to be introduced into schools and colleges from next year. Sexually orientated
Teachers feel they have not been sufficiently consulted about the introduction of these new qualifications. Mr Sinnott told journalists that one of the most disturbing aspects of the whole issue was the inappropriate sexualisation of pre-pubescent youngsters.
The conference, which runs until Tuesday, is also expected to launch a charter for the achievement of Afro-Caribbean boys. Examples included Tesco selling a pole-dancing kit in its online toys section and Asda selling black and pink lace lingerie for children.
Asda said it had sold these about five years ago, but they had been withdrawn from sale.
"We take our duties as a responsible retailer very seriously indeed," a spokesman said.
A Tesco spokesman also refuted the allegations, saying the pole-dancing kit was clearly aimed at adults who wanted to improve their fitness and was not sexually orientated.
The latter claim was ridiculed by NUT officials.
We are letting our youngsters down at the moment Steve SinnottNUT general secretary
Sainsbury's was not available for comment, but a statement on its website said its Active Kids scheme had raised £34 million worth of equipment and experiences for children since 2005.
The NUT's charter seeks government action, including legislation against in-school marketing.
Mr Sinnott said the union had not yet raised the issue with ministers but would be doing so.
He wanted teachers to start a debate within their schools.
But he also called on parents to recognise that sophisticated marketing techniques were being used on their children to generate "pester power".
Research for the National Consumer Council had shown that children from poorer backgrounds were the most vulnerable, he said.
They were most aware of branding but their families were least likely to be able to afford "cool" products - so the children were vulnerable to being stigmatised and bullied.
"This is an important issue for us all. We are letting our youngsters down at the moment," Mr Sinnott added.