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Letting Children be Children and so on), none picked up on the possibility that parents might fear ridicule or embarrassment.And while the retailers we spoke to for this Review clearly felt that a complaint direct to the store was the best avenue, some parents reported feeling intimidated or embarrassed by having to do this.

The Government's new consumer empowerment strategy 'Better Choices, Better Deals; Consumers Powering Growth' (Department for Business, Innovation and Skills and Cabinet Office, 2011) commits all government regulators to greater transparency, both in providing timely and clear feedback and data to consumers on complaints, and in supporting and nurturing greater customer feedback, including instant feedback through new technologies. It would be extremely encouraging if regulators would choose commercialisation and sexualisation of childhood as an area of particular focus when considering how to act on this new strategy, and this could be a very positive way of helping to overcome the barrier of feared social stigma that some parents clearly experience: 84