Bras designed for toddlers and “mini-bras” were instruments robbing girls of their childhood and parents have no help dealing with the issue, according to the Member for Goulburn.

“This generation is totally driven by peer pressure while in my day it was controlled by the family,” Ms Goward said.

“Parents are helpless and are being intimidated by their kids over appearances.”

“It is important for parents to know most parents are as worried as they are.”

Advertisers were driving the pre-occupation with appearance and while Ms Goward said Australia has tremendous protections for children they may need to be extended further to shield them from advertising targeting their sexuality.

Mother-of-two Ingrid Padovano said it wasn’t a big issue with her six-year-old daughter Nicola.

“She’ll ask for nail polish but that’s just a normal thing really,” she said.

“She is just trying to imitate her mother but I don’t push it on her.”

Mrs Padovano woman said she tried to guide her daughter when TV advertising influenced her and explain to her why what she saw wasn’t necessarily right for her.

Trying to parent in the 21st century was a tough assignment for parents, but Mrs Padovano said parents needed to be vigilant.

“You need to monitor what they are watching and doing on the computer,” she said.

Ms Goward said it was important to keep children involved in sporting and social activity. She said children who were in sporting teams and groups likes scouts or girl guides were less concerned about their looks.

She called on parents to take a stand against the sexualisation of their children.

“Write to the advertisers and MPs. No one wants to be a prude but this is about giving children a childhood.”