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Bye Buy Childhood is a national campaign recently launched by Mothers’ Union. The campaign calls for children to be valued as children, and not as consumers in an increasingly materialistic and exploitative world. We are aiming to end inappropriate marketing and advertising aimed at children. Huge sums of money - £350 million in the UK - are spent on advertising to children each year. These commercial pressures encourage materialism and children are growing up believing they are what they own. As an example, the inevitable ‘pester power’ and ‘peer pressure’ to have the latest mobile phone, BlackBerry or other techno gadget is an experience most parents have to contend with, and, as a result children’s wellbeing, family life and peer relationships are all negatively affected.
 As individuals, it is difficult to take on the power of commercialisation but together we can and will make a difference. We, as members of Mothers’ Union, need to bring awareness and change to our consumerist culture. We need to empower families to counter the harmful effects of commercialisation, encourage industry to apply ethical and responsible standards and lobby our political representatives to take action where they can. Already, through a similar campaign run by Mumsnet, Asda have removed from sale, padded bras aimed at young girls, following complaints from parents. Also a website, www.check.co.uk is available to help those who market to children to check that they are sticking to existing regulations and guidelines.
Bye Buy Childhood: update
On 15th December, the European Parliament passed a resolution on the impact of advertising on consumer behaviour (resolution 2010/2052(INI)). The Resolution calls on EU member states to promote greater protection of children from advertising and ensure that their particular interests are free from targeted advertising. Please consider contacting your regional, national and European representatives about this resolution, asking: a) if they are aware of it; and b) what they might do about it.). The Resolution calls on EU member states to promote greater protection of children from advertising and ensure that their particular interests are free from targeted advertising. , asking: a) if they are aware of it; and b) what they might do about it.
Mothers’ Union members have worked extremely hard to collect signatures for our petition to 10 Downing Street, calling for Government action. This will be handed in to Downing Street in February – see next month’s Faith & Policy Watch for further details. THANK YOU TO ALL WHO SIGNED!
Don’t forget to keep an eye on the campaign website –
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