14 Apr 2010

The Children's Society welcomes the decision by Primark to remove padded bikini tops for young girls from their high street shops.

Penny Nicholls, director of Children and Young People at The Children's Society, said: "The Children's Society is glad that Primark has responded to public concern about this serious issue. We know from our research that commercial pressures towards premature sexualisation and unprincipled advertising are damaging children's well-being.

The evidence shows that adults feel children are more materialistic than in past generations, while children themselves feel under pressure to keep up with the latest trends. We need a significant change at the heart of society where adults stand up for better values."