Ireland's First Childrenswear Guidelines Launched

Frances Fitzgerald TD, Minister for Children and Youth Affairs has today launched the new Retail Ireland Childrenswear Guidelines.

The launch took place at an event in Dundrum Town Centre.

Earlier this year Minister Fitzgerald issued an invitation to Irish fashion retailers to prepare guidelines to address increasing concerns over the sexualisation of childhood and issues such as body-image. The invitation was taken up by Retail Ireland and its member stores.

Addressing the launch Minister Fitzgerald stated: "Irish childhood has changed and continues to change. We all have a responsibility to make sure that those changes are positive for our children

"Some things are not the same for adults and children. Never have been, never will be. This includes clothes with suggestive slogans, overtly sexual cuts and styles and unreal or unbalanced portrayals of an ‘ideal’ body-image. The new guidelines recognise these differences."

The Minister commended Retail Ireland for accepting her invitation to prepare Irish guidelines: "I want to welcome the very determined interest and initiative shown by Retail Ireland and its members in wanting to bring in this code; to act on their responsibilities to their customers and to formalise the best practice already being followed in Ireland."

Commenting on the guidelines the Minister stated: "It is important to note that these guidelines are not just about restricting what retailers can sell, but instead provide a more constructive guidance on best practice on a range of issues such as styling, slogans, age-appropriateness, size, labelling and marketing.

"I believe this code will play an important and constructive role in informing future decision-making by retailers, for example on the appropriateness of new and emerging fashion trends for children while further providing a framework within which retailers can responsibly consider and respond to growing concerns over body-image among children."

(CD/GK)