INTRODUCTION Magazines, the Internet, radio, music videos, music lyrics, and other mainstream media relentlessly portray sexualized images of women that not only promote narrow and unrealistic "standards" of physical beauty, but they seem to support, glorify and encourage them. We're almost back to the 1950s, when women were simply seen as a sexual object. Appallingly the media is now extending its attacks and promotion of sex to teenagers and girls. A report created by the Australian Communications and Media Authority (ACMA), attests that there are many short and long-term physical, emotional and psychological effects of the premature sexualisation of teenagers and girls. This essay will examine the current legislation and regulations put in place to limit the sexualization of children: and how they are not being followed. It will also examine the effects that premature sexualisation has on these children, both short and long term. Relevant legal cases will be examined and recommendations will be made to improve the current system of regulation of sexualised media. “Our children should no longer be sacrificed on the altar of obsession with celebrity culture and the “beauty” industry it has spawned.” Dr Helen Wright, mother and principal of St Mary's All-Girls School. WHY IS PREMATURE SEXULIZATION OF CHILDREN A PROBLEM? Children and teenagers tend to copy everything they see in the media, that's why sexual images and texts are causing great emotions, mental and physical problems in children's lives. The target audience that once included only adults now includes teenagers and even children. The desexualization of women's bodies over time has led to the possibility of having nearly naked women featured on... the center of the card... appearance and how good she is at sex. These magazines subjectified women as mere sex toys to please a man. And guess who owns the company, a man. Sex sells, but it shouldn't, because girls and women are more than just sex objects. Another example of the effects of the sexualization of girls are the now almost pornographic photos that girls post on media websites. Causing mothers of boys to say that these girls are making their sons sin, instead of talking to their sons about their responsibilities. They are teaching their kids that they are not responsible for their actions, that they cannot control their impulses, thus leading to rape culture, the acceptance of rape in society. (Ridgway, S. 2014) Why do only feminist groups raise these issues? Why don't more and more people realize that these problems are corrupting society? Why?