The British Retail Consortium has launched new 'good practice' guidelines for retailers selling children's clothing.
Nine retailers belonging to the BRC developed the guidance - Responsible Retailing: BRC Childrenswear Guidelines. These are George, Debenhams, Home Retail Group (Argos), John Lewis, Next, Marks & Spencer, Peacocks, Sainsbury's and Tesco.
Other retailers are also now being urged to sign up.
The document spells out the principles the retailers follow when deciding what childrenswear to stock. Areas covered include garment styles, fabrics and marketing.
The launch coincides with the release of the Government-commissioned Bailey review into the commercialisation and sexualisation of children.
"These new guidelines provide extra reassurance for parents that these companies are just as concerned as they are about what their children wear," said Jane Bevis, BRC director of public affairs. "Ensuring the childrenswear they sell is appropriate for youngsters of particular ages is something our retailers have been doing for a long time, but out of the public eye.
"No responsible retailer wants to stock items which will upset their customers or that people don't want to buy. Attitudes and styles are changing all the time and our retailers want to continue their conversations with families about what they're looking for when they shop for their children."
Richard Jones, clothing director at Tesco, added: "We are very pleased to support this initiative, as we know this is an important issue for our customers and for us as parents. Fashions and attitudes may change all the time and our clothing, for the youngest to the oldest customer, follows the very latest trends.
"At the same time we take our responsibilities seriously and that's why we have a team of mums to approve each and every children's clothing line on sale at Tesco."
Luke Jensen, Sainsbury's MD non-food, continued: "As one of the UK's largest childrenswear retailers we take our responsibilities very seriously. We already have in place a rigorous system of checks to ensure that none of our childrenswear products is unsuitable, so we are delighted to support this initiative."