AMA claims ads sexualise children

Association president Dr Steve Hambleton said the proliferation of advertising images depicting images of young children along with messages that “were disturbing and sexually exploitative” was clear evidence that self-regulation by the advertising industry had failed.

“These are highly sexualised ads that target children, and the advertising industry is getting away with it,” Dr Hambleton said.

“There is strong evidence that premature sexualisation is likely to be detrimental to child health and development, particularly in the areas of body image and sexual health.”

Dr Hambleton said he called for a government inquiry to examine the potential introduction of measures, “including legislation, to protect the health and development of our children by shielding them from sexualised and other inappropriate advertising”.

“Stronger action is needed to stop this practice of pushing adult