MEDIA RELEASE
Too sexy, too soon

Jane Roberts, President of the Australian Council on Children and the Media, trading as Young Media Australia (YMA), today welcomed the report released by the Australia Institute, Corporate Paedophilia . She stated “The Australia Institute report successfully documents, and highlights the dangers of, directly targeting young children in ways that sexualise them, a practice that now occurs frequently in advertising (both print and television), girls' magazines and television programs including music video clips. Children are learning to associate physical appearance and buying the right products not only with being sexy but with being successful as a person.”

Elizabeth Handsley, YMA's Vice President, added: “YMA is particularly concerned about the area of music videos , which are played on television w ithin G and PG programming times such as Saturday mornings. In such clips , children are exposed to sexually suggestive behaviours and innuendo, devoid of emotions, attachment or consequences, that would immediately be recognised as inappropriate if they happened in any other medium. Unfortunately, the present classification criteria are inadequate to cover the sexually oriented material so frequently displayed in this way”

YMA calls for an urgent review of the codes covering G and PG programs for TV and for DVDs so that they provide adequate safeguards against such portrayals in music clips. Further, YMA urges the revision of advertising codes in all media to protect young children against exploitative practices.

YMA, a not-for-profit organisation, is a unique national body whose members share a strong commitment to the promotion of the healthy development of Australian children, with a particular interest in the role the media plays in that development. It is committed to promoting better choices and providing stronger voices in children's media.

YMA established the national freecall Young Media Australia Helpline (1800 700 357) and Website ( www.youngmedia.org.au ) services in July 2002. Both services provide information and advice to parents, caregivers and the general community about the impact of the media on children.

For more information or to arrange an interview,
please call Jane Roberts (WA) on 0410 509 685, or
Elizabeth Handsley (SA) on 08 8201 5256 (bus.) or 08 8272 1170 (h)