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Retailers back BRC kidswear guidelines

Retailers including Marks & Spencer, Peacocks, Debenhams and John Lewis have pledged their support to a good practice guide launched by the British Retail Consortium (BRC) after a government review into the commercialisation and sexualisation of children was published this week.

Nine retailers, also including George at Asda, Next, Sainsbury’s and Tesco, have developed the guide called Responsible Retailing: BRC Childrenswear Guidelines, which includes stipulations that slogans and imagery must be age appropriate, skirt length and neck line need consideration, thongs are not appropriate and heels should generally not exceed 1 inch.

There are no penalties for non-compliance but the BRC said the Government would review the guidelines’ success over the next 18 months.

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