Parents worry about sexualised children, one year after David Cameron promised crackdown on advertising The poll, for the Chartered Institute of Marketing, said the most common concern for parents is "inappropriate" advertising during children's television shows: 47 per cent said they has worried about that in the last year. Some 43 per cent of parents are worried about the development of adult products for children, such as padded bras and t-shirts with sexualised slogans. Four in ten parents said they were concerned about marketing directed at children via the Facebook website. Mr Cameron has been wary of legislating on the issue, saying he prefers "social responsibility, not state control." But the poll shows that new laws are the most popular response suggested by parents, with 44 per cent backing legislation. One of the responses to those concerns was the creation of ParentPort, a website run by British media regulators where parents can find out the rules on content for children or make complaints about inappropriate material. However, the Censuswide poll of 1,000 adults and children found that 85 per cent of parents did not know about the site. The institute said it wanted to discuss the issues raised in the poll with the Government. David Thorp, of the CIM said that Government action on the issue should go well beyond advertising, which he described as "the tip of the iceberg." He said: "The advertising that parents see and worry about is only the visible tip of the iceberg. Marketing runs much deeper and touches on every part of product development, buying and placement. By looking at the often-invisible marketing decisions which lead to the creation of products like padded bras for children, we can treat the cause of the problem, not just the symptoms. We need to ensure that every decision that companies take about marketing to children is responsible and appropriate. Parents should never have to react to inappropriate marketing. The Department for Education insisted the Government is acting on the commercialisation of childhood. A spokesman said: "Reg Bailey's recommendations have already prompted swift action from industry and regulators. Setting up the Parent Port website is just one of the steps they have taken. We want parents to use the website to give feedback, make complaints and learn more about media regulation, online safety and other aspects of the commercial world, like retailing, that have an impact on children. We look forward to working with the Chartered Institute of Marketing in exploring what more can be done to tackle the commercialisation and sexualisation of childhood.