Need advice? Call our experts free on
0800 090 1342
David Cameron agrees ISPs should help to block certain content
The prime minister said it should be easier for adult material to be blocked.
Mothers' Union chief executive Reg Bailey has written a review on the sexualisation and commercialisation of childhood across a variety of media.
In a letter to the author, prime minister David Cameron praised the publication for making a "huge contribution" towards an issue that has a potentially damaging effect on youngsters and is a major concern to many mothers and fathers.
While he was largely in favour of the report as a whole, Mr Cameron gave particular support to three of Mr Bailey's recommendations.
The Conservative leader agreed the use of sexualised imagery in on-street advertising should be reduced in areas that children are likely to see it, while kids should no longer be employed to promote products on social media sites or in schools.
However, the proposal that will be of most interest to the broadband industry is to ensure youngsters are protected while browsing the web, using mobile phones and watching TV.
In order to do this, it should be "easier for parents to block adult and age-restricted material", Mr Bailey insisted.
Mr Cameron invited the Mothers' Union boss to a Downing Street meeting in October, along with advertisers, retailers, broadcasters, telecoms firms, videogame-makers and other related parties.
"We can use this opportunity to ask them to report to us the steps they have taken to address the issues you raise in your report and act on your specific recommendations," the prime minister said.
TalkTalk has already made progress towards achieving Mr Bailey's aims by launching its HomeSafe system, which enables parents to block websites offering certain types of content, including gambling, pornography and violence.
Last month, the internet service provider (ISP) claimed the Conservative Party had given its backing to the service.
"[Culture Minister] Ed Vaizey and [Tory MP Claire] Perry are very pleased we're the only ISP to offer a service like this," a spokesman was quoted by PC Pro as saying.