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British Retail Consortium Guidelines to Stop Sexualisation of Children's Fashion

Submitted by: SGS Consumer Testing Services

2011-10-13 00:07:27

UK government backs retailers

(OPENPRESS) October 13, 2011 -- The movement to end the "Sexualisation of Children" has gained the support of the UK government's Minister of State for Children & Families, Sarah Teather. She has approved the British Retail Consortium (BRC) Guidelines which seeks to end the "Sexualisation of Children" in retailing and advertising.

"Responsible BRC members have long taken steps to ensure the products they offer meet their customers' expectations of quality, price, style and taste. As a result there is a strong body of knowledge within the BRC on managing the inevitable reputation risks thrown up in a fast moving commercial environment" said Stephen Robertson, Director General of BRC.

Mr Robertson states that the BRC ( invites all childrenswear retailers to join and sign up to deliver the best childrenswear in the world and offer a wider choice of practical, fun and appropriate clothing to suit everyone's budget. Currently UK retailers: Argos, Debenhams, George, John Lewis Partnership, Marks & Spencer, Next, Peacocks, Pumpkin Patch, Sainsbury, Tesco and TK Maxx have given support to the Guidelines.

Guidelines to cover all types of products
The Guidelines attempt to incorporate all childrenswear products, ranging from footwear to outerwear with special emphasis on underwear and swimwear. In addition, the Guidelines factor the different end-use requirements such as school, play, swim and party wear.

A contentious and popular topic is the marketing of clothing to under 12 years-olds in the form of still photography or the moving image. The Guidelines provide reference about what is considered reasonable and what is not.

About SGS Fashion Services
Acting on behalf of buyers worldwide, SGS helps you reduce sourcing risks by verifying the capability of manufacturers to meet contract requirements for quality, quantity and delivery terms. Furthermore, SGS' regulatory advisory service ( provides information on legal requirements, standards and quality specifications for defined clothing products and markets.

For more information and support with placing your clothing products in a specific market, please contact:

Contact Details:
SGS Consumer Testing Services
Karen E. Kyllo, Ph.D.
Deputy Vice President, Global Softlines
SGS U.S. Testing Company, Inc.
291 Fairfield Avenue
Fairfield, NJ 07004, USA

t +1 973 461 7934

SGS is the world's leading inspection, verification, testing and certification company. SGS is recognized as the global benchmark for quality and integrity. With 67'000 employees, SGS operates a network of over 1'250 offices and laboratories around the world.

Contact Info

SGS Consumer Testing Services
Phone: Not Given

Release Info

Metro Area: ALL REGIONS (Including International) Read More from this Metro Area
Country: Switzerland Read more from this Country
Industry: Business Services Read more from this Industry
Press Keywords: childrenswear, responsible retailing, marketing to children, brc guidelines, sgs, sexualisation of children, children’s fashion
Press Company: SGS Consumer Testing Services
Press Site:


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