David Cameron is to spearhead a clampdown on using sex to sell products to children.
The PM has ordered a major review of the problem - as well as the use of "pester power" to get children to nag parents to buy sweets or toys.
He is expected to ask Reg Bailey, boss of Christian campaign group the Mothers' Union, to consider new powers for parents to complain, Whitehall sources disclosed.
So an unelected organisation of 93,000 members is going to tell the rest of us how to live? I think that people who play Call of Duty or drink absinthe have as more representation than that.
The review will look at how to fight the sexualisation of children and efforts by shops and advertisers to exert "excessive commercial pressure" on them.
The clampdown could see Education Secretary Michael Gove bring in punishments for firms breaking any new rules - possibly a three-year ban on bidding for government work.
Banning companies from government contracts (without good reasons like being fraudulent or incapable) is simply an arbitrary use of power to get people to do what you want without having to define clear laws. It is the way of the dictator.
Far from Cameron's "big society" being a genuine attempt to roll back the state and to give people the power to run their own lives and to improve the lot of others through their own actions, it is instead simply the same old big government dressed up in the clothing of liberty.