Conservative leader David Cameron has called for an end to the "inappropriate sexualisation" of children.
Parents should be able to complain via a specially set-up website about offensive marketing tactics used by companies, he said.
Mr Cameron also told the BBC that firms which flout the rules should not be allowed to bid for government contracts for three years.
Such moves were needed to stop children being "bombarded", he added.
In 2008, Woolworths withdrew a girls' bedroom furniture range called Lolita - the same name as the 1955 Vladimir Nabokov novel about a man's sexual obsession with his 12-year-old stepdaughter.
Magazines
Supermarkets have been criticised for selling padded bras and pole-dancing kits aimed at children.
And some teachers have called for girls' magazines to be given age ratings, arguing they "glamorise" sexual promiscuity.
Mr Cameron said: "It's time for action. As parents we all worry about our children growing up too fast and missing out on their childhood."
He added: "We cannot shield kids from the modern world and no-one would try, but we can try to stop them having inappropriate things put in front of them from an early age."
Mr Cameron told BBC Radio 4's Woman's Hour: "A lot of parents feel they are engaged in a kind of struggle to try to bring up our kids.
"We want to let them see the world as it is but not be bombarded by the wrong sort of images from an early age.
"We've all read stories about padded bras and Lolita beds. There are some worries."
'Tough new rules'
He said the Advertising Standards Agency should get greater powers to deal with inappropriate marketing aimed at children - something the government says it is also working towards.
Children's Secretary Ed Balls said he had raised the issue in the Children's Plan two years ago, adding it was "good to have David Cameron's support because this is something which concerns all parents and is not an issue for party politics".(my view)-I totally agree with David here-in the many years past i have see young girls wearing these words and their clothing...in including boys to:"Cum Princess,Pussy Lover,King Of The Whores,Sex Kitten.Sex Kitty,The Camel Toe Licker,Player,I Love Rape,Daddy's Little Whore,Hoes Before Bro's,My 3 Holes For Sale For Money...ect..the rest are sickening....this must stop!Protecting our kids from these vile companies IS A MUCH.......did you know that little boys and girls sexually touch each other because of what is written on their clothes!
At only 4 years old she already looks like a whore....she wears lipstick all the time out!how can her"Parents"do this to her,just because they are famous....i use the term PARENTS and FAMOUS very loosely as they can't act....neither of them
In high heels.....are you fucking kidding me! shes 4.tom and katie SHOULD go to jail for CHILD ABUSE....you both sicken me
Conservative leader David Cameron has called for an end to the "inappropriate sexualisation" of children.
Parents should be able to complain via a specially set-up website about offensive marketing tactics used by companies, he said.
Mr Cameron also told the BBC that firms which flout the rules should not be allowed to bid for government contracts for three years.
Such moves were needed to stop children being "bombarded", he added.
In 2008, Woolworths withdrew a girls' bedroom furniture range called Lolita - the same name as the 1955 Vladimir Nabokov novel about a man's sexual obsession with his 12-year-old stepdaughter.
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