For many sex educators, programmes like this pose a particular danger.
For all their glitzy merchandising and cheerleader style, they simply reinforce taboos about sex. Rather than encouraging young people to think for themselves, they use fear and shame to influence their behaviour, with a negative legacy which may last well beyond the teenage years.
In the debate sparked by these programmes it is all too easy to forget that comprehensive sex and relationships education (SRE) - as taught in this country - has a clear message of its own, which is to encourage young people to delay sex until they feel ready and can take responsibility for their actions.
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