Norwich woman’s national victory in child protection campaign

Claire Riseborough (left) with Child Eyes co-founder Kathy McGuinness and MP Richard Bacon.

Claire Riseborough (left) with Child Eyes co-founder Kathy McGuinness and MP Richard Bacon. - Credit: Archant

A woman from Trowse and the campaign she co-founded have persuaded Tesco to make changes to their newspaper displays across the country.

The Child Eyes campaign, which started in October 2012, aims to stop sexualised, sexist and damaging images being displayed at child height in shops and public spaces.

Claire Riseborough, who co-founded the group with Kathy McGuinness, talked to Tesco directors about how it displays some headlines and the content on view to children, because the group felt that children were able to see headlines and pictures that were not appropriate.

A spokesman for Child Eyes said the group were delighted with the outcome: 'Tesco has listened to the concerns of parents and adapted its approach to newspaper displays.

'They will now only display the names of the newspapers along the sides of newly-designed display units, therefore ensuring that any inappropriate front pages are out of the eye-line of young children.'

Tesco's customer experience and insight director, Tracey Clements, said: 'As a parent myself, I recognise that newspaper front pages can sometimes have images that are inappropriate for young children.

'We've listened to Claire and the Child Eyes campaigners, and we've also asked our customers what they think about this issue. The change we're making to our display panels in our Superstore and Extra formats will strike the right balance for everyone.'

Most Read

Ms Riseborough, who runs her own property business, was first made aware of inappropriate content when her young son pointed it out to her at a local store.

After discussing her thoughts and opinions online, the campaign was born and is now run by volunteers.

And Ms Riseborough is hoping Child Eyes will have more to celebrate soon. She said: 'This is a real victory for the thousands of people who have got behind the Child Eyes UK campaign.

'This year has also led us to meet with crime prevention minister Norman Baker at Whitehall during the summer along with Norfolk MP Richard Bacon.

'Since then we've received confirmation from the Home Office that supermarkets that display magazines and newspapers with sexualised front covers at child height are not observing current legislation in relation to the Indecent Displays Act 1981.

'I am now also working with the police in Norwich to see how the enforcement of the Indecent Displays Act 1981 can be properly implemented.'

For more information about the Child Eyes campaign, visit

Have you got a story to tell us? Email