Over the last few months modelling agency Models Direct has noticed a sharp incline in the use of teen models, child models, toddler models and baby models in advertising campaigns.

As has been reported in the Talent Management blog, many campaigns featuring child models are extremely successful and advertisers are using this trend to their advantage having noted the results it can bring. Take for instance the Morrisons advertising campaign which saw child models replace celebrities with incredible results for the brand.

In our experience children of all ages love to try modelling. They really enjoy being the centre of attention and it is great for their confidence. When approached correctly child modelling work should feel like playtime to the child, and they should appear to be relaxed and having fun. But it’s not always about how much fun the child is having. It is up to us all as adults to recognise when a certain subject matter or tone is simply inappropriate. Children need to be protected from advertisements which feature, or are targeted at them in an inappropriate manner.

Models Direct has been concerned to see a sexualised culture surrounding children that rear it’s ugly head in certain sections of the fashion industry over the last few months. Unfortunately we have recently become aware of more than one campaign which we do not feel was appropriate for the child models involved.

An editorial in French Vogue, for instance, caused outrage when child model Thylane Lena-Rose Blondeau was photographed in high heels and full make up. We do not believe that this should have been allowed to happen and many others agree. Carine Roitfekd, who was editor-in-chief at the time of the shoot, no longer works for the magazine.

On the Advertising Standards Authority website it states: “No ad featuring a child or anyone who appears to be under 18 years of age should place them in a sexual context such as provocative or inappropriate poses and attire, overly ‘made-up’ or in states of undress.” You would think that this would go without saying to anyone who was involving children in their campaigns.

If you are considering putting your child forward to become a model it is essential that you approach only reputable and trustworthy agencies. At Models Direct we vet our clients carefully and would never put children forward for work that we feel could be inappropriate or distressing in any way. Our child model profiles are fully secure and we have placed many children on exciting and fun assignments.

Models Direct child model Gemma, aged 11, earned £500 and had a fantastic day on her assignment. Her mum, Ronnie, told us: “The assignment with Models Direct was very relaxed and professionally conducted. The client and photographer were very helpful and Gemma was very relaxed and loved the two days. She was required to pose in several different school situations and it all went really well. Thank you for finding Gemma the assignment and she is keen to do more!”