A new resource has been released ahead of Christmas to help parents protect children from commercialisation.

Labelled for Life: Managing the Commercial World as a Family, Mother's Union offers a guide for parents and carers to help them ensure child safety in a technological world.

The resource addresses online advertising and user generated content and includes updates in regulations.

Rachel Aston, social policy manager at Mothers' Union, said: "Our intention is that children won't feel that their value and identity is tied up with big brands, what they look like or what they own; but instead that they understand and feel secure in their own inherent value."

Labelled for Life also provides practical tips for parents and carers on talking to children about money and budgeting, peer pressure and bullying, sex and healthy relationships, and where to go for further advice in the event of serious complaints or criminal activity. 

The resource builds on the 2015 report into the commercialisation and sexualisation of childhood, Bye Buy Childhood.

Fiona Bruce, Conservative MP for Congleton, said: "We have all benefited from advances in technology in this generation, but parents often feel ill equipped to ensure their children can engage with this new world in safety. 

"Labelled for Life provides a starting point for both parents and carers to begin that conversation."  

Labelled for Life equips parents to help children manage, rather than avoid the commercial world. 

The resource recommends that parents spend responsibly, put in place sensible safeguards and manage children's expectations around what they can consume. 

To view more information and resources to help combat the commercialisation and sexualisation of childhood visit their website here.