Jours Apres Lunes recently attracted criticism for its images of young girls wearing lingerie. Jours Apres Lunes recently attracted criticism for its images of young girls wearing lingerie.

The movement to end the ‘Sexualisation of Children’ has gained the support of the UK Minister of State for Children & Families, Sarah Teather.

She has approved the British Retail Consortium (BRC) duidelines which seek to end the ‘Sexualisation of Children’ in retailing and advertising.

BRC director general Stephen Robertson said: “Responsible BRC members have long taken steps to ensure the products they offer meet their customers’ expectations of quality, price, style and taste.

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"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.”

Robertson stated that the BRC is inviting 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.

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.