Government to probe how commercialisation is affecting children

The impact of commercialisation on childhood is to be investigated by the government. Children, parents and others are being asked for views as part of a review that will end next year

Ed Balls, Secretary of state for Children, Schools and Families said,"I want to know if advertising and shopping, and other influences such as media and entertainment, marketing and promotion, commercial websites, and sponsored events are affecting our children's lives in any way. I want to know what these things are telling young people about how to behave, what to believe, and what kind of person to become."

The review follows warnings by a teachers' union that celebrity culture is affecting children’s career aspirations and progress in school.

Children model themselves on celebrities such as David and Victoria Beckham, said respondents in a survey for the Association of Teachers and Lecturers (ATL).

Sixty per cent of teachers said that sports starts are the type of celebrity most pupils aspired to be, with pop stars (at 58 per cent) coming a close second.

Although it was felt that celebrity culture could have a positive impact, for example, in class discussion, concerns were raised about the negative impact of celebrity culture.

Pupils wanted to be famous just for being famous and many modeled themselves on celebrities like heiress Paris Hilton, said one teacher.

The government review is being headed by Professor David Buckingham, a specialist in children and the media, at the University of London's Institute of Education. "We are intending to look at the positive aspects of children's involvement with the commercial world, as well as the negatives; and at how children and parents are learning to deal with commercial pressures," said Professor Buckingham. "We have assembled a strong team of experts, and will be welcoming responses and submissions from all interested parties."

For more information go to: http://www.dcsf.gov.uk/consultations/