The survey of 1,025 parents, which forms part of the independent Bailey Review of Commercialisation and Sexualisation of Childhood, found that nearly half are unhappy with programmes or adverts on TV before the 9pm watershed.
Specific areas of concern for parents include the belief that clothes need to be clearly age-appropriate and not simply scaled-down versions of adult fashion and that music videos and pre-watershed TV contain increasingly sexualised content.
Parents also feel under pressure to buy non-essential items for their children so they don’t feel left out.
Reg Bailey, chief executive of the Mothers' Union, who is leading the review, said: "Parents are telling us in no uncertain terms that they are worried about the pressures on children to grow up too quickly.
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