Conservative leader David Cameron has called for an end to the "inappropriate sexualisation" of children.#BBC News - Stop sexualising children, says David Cameron
Parents should be able to complain via a specially set-up website about offensive marketing tactics used by companies, he said.
Mr Cameron also told GMTV that firms which flout the rules should not be allowed to bid for government contracts for three years.
Such moves were needed to end the effects of "pester power", he added.
In 2008, Woolworths withdrew a children's bedroom furniture range called Lolita - the same name as the 1955 Vladimir Nabokov novel about a man's sexual obsession with his 12-year-old stepdaughter.
Right now everyone is getting in to the act of attacking businesses. Of course could just refuse to buy from these ads, and with a tight budget this is yet another new government funded program to be promised by the Tories. But can anyone remember Conservatives who did in fact cut government spending overall?