UK Deputy Prime Minister, Nick Clegg has attacked advertising to children and will today launch the UK government coalition’s new taskforce on children and families, which aims to improve childhood.

Among other issues, the taskforce is set to target ‘irresponsible’ advertising and marketing aimed at children.

Clegg told the Daily Mail: “…with children being bombarded by targeted advertising, it’s no surprise mums and dads feel under so much pressure to buy them the best trainers or the latest mobile phone.

“This government wants to ease the pressure on parents. Not by meddling in people’s private business, but by giving families the freedom to make the right choices for themselves”

Prime Minister, David Cameron, will chair the new taskforce and has often spoken about his wishes to end the premature commercialisation and sexualisation of children, which he believes corporations are encouraging by targeting them with merchandise which was inappropriate for their age.

The news comes soon after the new environment secretary Caroline Spelman criticised toy packaging, as she plans a crackdown on landfill waste.

For me the issue is simple and yet again comes down to ethics and doing the right thing. No company can be faulted if they act ethically and with “due diligence” in their approach to marketing to children. In this way the truth isn’t hidden and the product is above board and mums will be able to make free and open choices for their family.

Keep it simple; do the right thing.

Interestingly, for me anyway, is that I sent Nick Clegg a copy of my book before the election! I wonder if he read it? Who am I kidding!!?