A host of major retailers have launched a new initiative to address the increased sexualisation of youngsters’ clothing.

Asda, Sainsbury’s and Tesco are among those backing new ‘good practice’ guidance for stores selling childrenswear.

The launch of the guidelines, which were drawn up by the British Retail Consortium, coincides with the release of the Government-commissioned Bailey Review into the commercialisation and sexualisation of childhood.

The BRC is encouraging other retailers to follow the move. Its new document spells out the principles retailers should follow when deciding what childrenswear to stock, including garment styles, fabrics and marketing.

“These new guidelines provide extra reassurance for parents that these companies are just as concerned as they are about what their children wear,” said BRC public affairs director Jane Bevis.

“No responsible retailer wants to stock items that will upset their customers or that people don’t want to buy.

“Attitudes and styles are changing all the time and our retailers want to continue their conversations with families about what they’re looking for when they shop for their children.”

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