The Committee on Child Abuse & Neglect of the North Carolina Pediatric Society strongly opposes the sexualized portrayal of children by advertisers. The New York Times recently scrutinized Calvin Klein's advertising methods because of accusations by critics that his ads resembled child pornography. Mediawatch received more complaints about Calvin Klein's depictions of pubescent-looking models in sexually explicit poses than any other advertiser. Children portrayed in this manner can be easily seen as sexual targets. Advertising that sexually exploits children hurts our entire society. The American Medical Association has endorsed advertising campaigns that present youth in positive settings that promote healthy lifestyles without relying on sexual themes.

The sexual exploitation of children in advertising may be similar to child pornography in many ways:

* Child pornography is produced in a variety of forms, including pictures, films, videotapes, live child "models", and adults depicted in child images made to appear sexually desirable

* Child pornography uses children as sexual objects to make money and arouse viewers

* Child pornography legitimizes child sexual abuse by portraying children as consenting sexual partners, not victims

* Both assist in normalizing pedophilia, worsening the problem of child sexual abuse

The number and severity of child sexual abuse reports are increasing. It is estimated that at least 20% of American women and 5-10% of American men experienced some form of sexual abuse as children. Consequences of child sexual abuse are far-reaching, including psychological trauma, interruption of normal child development, sexually transmitted diseases, impaired health and sexual functioning as adults, and the likelihood of being revictimized or becoming a sexual offender.

Pornography-influenced advertising is a public health concern. It is critical to clearly define boundaries in order to stop individuals from sexually victimizing children. The Committee on Child Abuse & Neglect of the North Carolina Pediatric Society urges everyone to speak out against all irresponsible advertisers.

To protest against the sexual exploitation of children in advertising:

* write or call advertisers who sexually exploit children in their ads

* educate colleagues and friends about the problem

* talk to children if they are exposed to advertisements that sexually exploit children to address the confusion such ads create

* discourage companies or businesses from advertising in this manner

* support advertisers using healthy, nonsexual, and age-appropriate themes

REFERENCES
1. The New York Times. August 29, 1995. v144 pC1 (N) pD1(l) col 3 (20 col in).
2. Maclean's. October 2, 1995. v108 n40 p36(2).
3. Policy Compendium. AMA Council on Long Range Planning and Development with the Council on Constitution and Bylaws, and the Council on Ethical and Judicial Affairs.
4. Tyler, R.P.T. and Stone, L.E.: Child pornography: Perpetuating the sexual victimization of children. Child Abuse Negl 9:313, 1985.
5. Finkel, M.A. and Dejong, A.R.: Medical Findings in Child Sexual Abuse in Child Abuse: Diagnosis and Treatment. Ed. by Reece, R. Lea and Febiger. Philadelphia. 1994.
6. Lanning, K: Child Molesters: A Behavioral Analysis for Law Enforcement. Quantico, Department of Justice, 1986.
7. Center for the Future of Children. "Sexual Abuse of Children". The Future of Children. Vol. 4 (2). Summer/Fall 1994.