A new study has blamed parents for the sexualisation of children in the society, by either ignoring or actively encouraging such behaviour.
Study author Reg Bailey blamed 'complicit' parents for an 'unthinking drift towards ever greater commercialisation and sexualisation' of children, describing it as 'poor parenting'.
Bailey was 'alarmed' seeing the number of adults who bought violent video games and played them with their children.
"One father said it was okay he played Grand Theft Auto with his 13-year-old son because it helped them bond together," the Daily Mail quoted him as saying.
He told the Daily Telegraph that there 'must be easier ways of bonding' with a child than playing a game that allowed 'gangsters to run over prostitutes'.
"I am concerned any parent would ignore these age restrictions. They are there for a reason," he added.
The study has led to a pledge from High St stores to stop selling 'sexy' underwear to children and a promise from watchdog 'Ofcom' to tighten up the use of sexual images before the broadcast watershed.