A British government report has warned that girls and boys are being sexualized from an increasingly early age courtesy computer games, pornography and sex-related slogans.
According to a study written by clinical psychologist Dr Linda Papadopoulos for the Home Office, girls are feeling under pressure to please boys while boys believe they must sleep with several girls to fit in, reports The Telegraph.
She said: "Little boys are always told 'aren't you clever, aren't you strong'. Little girls are told 'aren't you pretty?' even in 2010.
"They are adhering to what society expects and internalising behaviours."
Dr Papadopoulos told the Times Educational Supplement: "It's a drip-drip effect. Look at porn stars and look at how the average girls looks now.
"We are hypersexualising girls, telling them their desirability relies on being desired.
"They want to please at any cost.
"And we are hypermasculinising boys. Many feel they can't live up to the porn ideal, sleeping with lots of women."
A Home Office spokeswoman said: "We know that many parents are concerned about the pressures that their teenage and even pre-teen daughters are under to appear sexually available at a younger and younger age, and about the negative impact this may be having on boys too."