There is a growing concern ads, magazines and music video clips have become much more sexualised. And many of these images are targeting kids, tweens, teens and young women. The American Psychological Association published a landmark report in February 2007 on the effects on young women, from long-term exposure to sexualised ads. The report says there has been a proliferation of sexualised images of girls that are teaching girls to be sexually desirable which has led to eating disorders, poor body image, depression and anxiety. In Australia, parents and child psychologists are echoing the same concerns. They say the sexualisation of children has gone far enough and action needs to be taken now to prevent any further damage. They've called for a review of advertising standards codes and have received support from both sides of politics. Popular culture is being blamed for these developments, but is the issue more complex? What's going on, who is to blame, and what's the solution?