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Decision To Remove Offensive Clothing Welcomed

17 January 2008

Family First Welcomes Jay Jays Decision To Remove Offensive Clothing

Family First NZ is welcoming the decision by the Australian owners of the Retail chain Jay Jays to remove the Little Losers line of clothing, as a result of strong parent protest from Family First supporters.

“We are calling on all of the business community, which includes retailers, advertisers and the media, to demonstrate social leadership in this area,” says Bob McCoskrie, National Director of Family First NZ.

“The research is showing that the sexualisation of our teenagers and young children is a serious issue, and profits have for too long been put before the safety and wellbeing of our children and families.”

“A premature interest in a sexy appearance, an obsession about body image as a teenager, and an undermining of the social prohibition against seeing children as sexual objects and sexually attractive, are all huge warning flags that profits are currently more important than acting in the best interests of our children. It’s time that changed.”

“It is also time the Advertising Standards Authority, the Broadcasting Standards Authority and the Censorship Board stepped up to the mark and fulfilled their role of enforcing appropriate standards.”


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