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Children – Review into the impact of the commercial World

As part of the Government’s Children’s Plan to make this country the best place in the world to grow up, Ed Balls and Andy Burnham have announced an independent assessment of the impact of the commercial world on children’s wellbeing.

The Department for Children, Schools and Families and the Department of Culture, Media and Sport have appointed David Buckingham, Professor of Education at the Institute of Education, London University, and founder and director of the Centre for the Study of Children, Youth and Media, as Chair of a panel of independent experts. The panel, made up of academics from different disciplines, will look at how children’s engagement with the commercial world has changed and what the impact those changes are having.

As well bringing together existing research, the panel will ask children, young people and parents for their views on what impact commercialisation is having on young people.

Ed Balls, Secretary of State for Children, Schools and Families, said:

“My aim is to make this the best place in the world for our children and young people to grow up. But parents have already told us through our Time to Talk events around the country that they’re concerned consumerism is skewing our children’s values and aspirations – so I want an independent assessment to help us understand what is happening and it should help families strike the right balance so they can keep their children safe, but also allow them the freedom to learn and develop.

“As parents we all worry about new influences, and feel pressure to buy the latest toys for our children. 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.

“It is vital that not only those who work in this area come forward and tell us what they think, but also that parents and children get involved with this assessment so we can get a properly informed picture of the impact of the commercial world has on our children.”

Andy Burnham, Secretary of State for Culture, Media and Sport said:

"All parents want the best for our children. And we worry about whether we are doing enough to help them on their way in what can be a demanding and difficult world.

"Technology is advancing at an unprecedented rate, and the commercial world is becoming ever more sophisticated. This of course opens up many opportunities for children to explore, investigate and learn new things. But, there is understandable concern about some of the ways in which children might be influenced by what they see and hear. We need a clear picture of just what is changing, and whether it affects young people, either for better or worse.

"This valuable research will give us a much greater insight into how commercial activity impacts on the lives of young people. I hope that parents, children and experts will all take the opportunity to share their experience and help build a better understanding of the issues so that we can respond appropriately."

Professor David Buckingham said:

“There is growing concern about the influence of commercial forces on contemporary childhood. We urgently need a balanced and well-informed assessment of what is really happening. I very much welcome this opportunity to gather together and evaluate the evidence on this issue, and to consult with parents and children themselves. 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. We have assembled a strong team of experts, and will be welcoming responses and submissions from all interested parties”

In addition to these calls for evidence the assessment will also undertake some targeted consultations with children, young people, parents and other stakeholders.

The calls for evidence are open to children, young people, parents and other interested parties and can be found on the DCSF website. 

The panel will report back to Government by March 2009.

Notes to editors

• This press notice relates to 'England.'
  
  
• The full terms of reference for the assessment can be found on the DCSF website. 
  
  
• Professor Buckingham pioneered the development of research in media education in the UK, and has played a major role in the application of cultural studies approaches to analysing children's and young people's interactions with television and electronic media. He has directed more than 20 externally-funded research projects on these issues, funded by bodies such as the Economic and Social Research Council, the Arts and Humanities Research Board, the Broadcasting Standards Commission, the Arts Council of England, the European Commission and the Gulbenkian, Spencer and Nuffield Foundations; and he has been a consultant for bodies such as UNESCO, the United Nations, Ofcom and the Institute for Public Policy Research.
  
  
• Contact details for DCSF: Public Enquiries 0870 000 2288, info@dcsf.gsi.gov.uk

Press Enquiries: 020 7211 6052/6277
Out of hours telephone pager no: 07699 751153
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