Too sexual for kids?
David Cameron is today announcing a multi-pronged attack on the commercialisation and sexualisation of children.
Along with a one-stop website for parents to report raunchy and violent images on TV, print, videogames and adverts, and a plan to allow all new broadband customers to stop pornography being available in their homes, are new guidelines on billboard advertising from regulator ASA.
The body is pledging a case-by-case approach to what complaints will and won't be upheld, but the new rules include restrictions on scantily-clad models and the like being shown near schools.
But do they go far enough? You decide.
Here are images which the ASA guidelines say are unlikely to be considered sexual - despite featuring a woman in a bikini and a topless man.
Two leading campaigners against the sexualisation of children, Tory Claire Perry and Lib-Dem Jo Swinson, have both welcomed the new guidelines.
"The proof will be in the pudding, but perhaps it will encourage advertisers to be a bit more creative without having to rely on sex to sell everything," Swinson said.
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