NUT accuses supermarkets of exploiting children

The NUT claims that supermarkets and shops are commercialising and sexualising children.

The union has released a charter called 'Growing Up in a Material World' in which it is claimed that children were being deliberately targeted by advertising, sponsorship and 'viral marketing campaigns'.
Speaking as the NUT's annual conference in Harrogate got under way, general secretary Steve Sinnott said, "Youngsters are the target of advertising, of sponsorship, of messages that are so unhelpful that they can damage children's well-being. We are letting our youngsters down. Why did supermarkets produce vouchers? It's not to ensure that our youngsters are IT literate it's to raise the profile of supermarkets."
"Look at the school gate," he said. "There's a big banner. The school looks as if it is identifying itself with Sainsbury's."

At this point I have to say, "Well dur..." It's not like this is anything new. Supermarkets and other shops have always tried to exploit children. I can always remember the adverts for toys that I just had to have. I can remember the collectable coins that you'd get from the garage when you bought petrol. I can remember wandering round the Cheshire Show being given free balloons and hats from banks. All this is aimed at getting children and their parents to spend their money.

These days, society is criticised for not encouraging healthy lifestyles. Surely, Sainsbury's has made a real difference to this by running their Active Kids promotion! Computers are becoming a necessity in life, and so to ensure that children are having access to computers at school. Tesco's Computers for School promotion is really helping with this. For minimal effort on our part we are able to acquire essential equipment for school. Of course the supermarkets will profit. They aren't daft! But neither are children. I don't believe that having a banner outside school saying Sainsburys is going to damage a child.

One thing I do agree with is when Mr Sinnott told journalists that one of the most disturbing aspects of the whole issue was the inappropriate sexualisation of pre-pubescent youngsters. I don't thing the blame rests entirely on supermarkets and shops selling inappropriate underwear for young girls. You only have to watch the music channels on TV to see the role models that children follow. Switch on a soap opera and you see young children trying alcohol, skiving school or having boyfriends/ girlfriends. Go to a children's birthday party, and see their parents stood around having a beer. Children are being encouraged to grow up faster because of everything they see.

In November the Life Education Caravan visited our school. In the caravan the children learn all about drugs and alcohol and encourage them to make the right decisions. The instructor told the staff that she does not tell children not to do these things - it's their choice! I can't believe the stupid attitude schools take towards drugs, alcohol and sex. Schools teach them about these things, but we don't teach them to not do these things! What is wrong with teaching children not to take drugs?

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