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WH Smith ditches Playboy stationary as watchdog slams high street for putting porn in the playground
By DAILY MAIL REPORTER
Last updated at 6:22 PM on 10th February 2009

A top consumer watchdog has applauded a high street retailer for ditching Playboy stationery, claiming pornography was becoming a feature of the playground.

Ed Mayo, chief executive of Consumer Focus, spoke out after WH Smith discontinued the pencil cases and folder bearing the famous bunny ears logo.

Mr Mayo said stocking the Playboy items was part of a wider sexualisation of children and represented the continuing loss of youngsters' innocence.

It was all part of a warped 'bombardment' of children's lives with adult sexuality which could lead to mental problems in the young, he said.

'In some senses it may seem harmless,' Mr Mayo said.

'But we know the stationery range was purchased by primary and secondary school girls - in other ways it's the tip of the iceberg.

'We know from research we did that young people like the brand but know it's connected with pornography and becomes a feature in the playground.

'One 14-year-old said 'It's posh, makes you feel good but it's pornography'.

'I am delighted WH Smith have done the right thing.'

Mr Mayo also spoke out about the dangers sexualisation of young girls yesterday, warning it triggers 'emotional distress, anxiety, low self-esteem and eating disorders'.

He has been lobbying store bosses to drop their links to the porn company and attacked them for producing 'sex kitten' products targeted at young girls.

Describing the consequences of exposing children to adult sexuality as dire today, Mr Mayo said:

'There is a wider exposure of children to things and it's about too much, too young.

'Early sexualisation on children has a real impact in terms of mental distress.

'We know from a number of studies that girls begin to see their value from sexuality rather than believing in themselves, and they drop out of subjects more.

'Girls are forced to deal with what are portrayed as images of perfection and ways to get the perfect body.

'And there is an impact on some boys in the way they see girls as objects and don't know how to sustain relationships over time.

'In terms of children's development it is absolutely stark.'

Mr Mayo said WH Smith's decision represented the beginning of establishing 'better balance' with what was sold to under-18s.

Mr Mayo, co-author of Consumer Kids: How Big Business is Grooming our Children for Profit, said youngsters did not really understand the images and ideas they were often confronted with.

WH Smith would not be drawn on whether the decision to withdraw the Playboy merchandise was because of pressure.

A company spokesman said: 'We continually review and update our range to offer our customers a wide range of products.

'Each spring we renew our range of fashion stationery and as part of this update we have chosen to discontinue the Playboy range.'