Family First Senator Steve Fielding, who was on the committee, said the industry had ''gotten off lightly'' because the report failed to make any tough recommendations.

The report by the Senate Environment, Communications and Arts Committee and tabled in Parliament yesterday, makes 13 recommendations, including a call for TV broadcasters to set up children's television channels.

It also recommends the Federal Government set up a longitudinal study of the effects of premature and inappropriate sexualisation of children, and for the states and territories to introduce sex and relationship education in schools.

But Young Media Australia, the Australian Childhood Foundation and Kids Free 2b Kids, who were among the 167 groups or individuals who made submissions to the inquiry, say the Senate committee has ''missed the point''.

Chief executive officer of the foundation Joe Tucci said a lot of parents would be surprised at the committee's claim that there was little research available on very young children and inappropriate or premature sexualisation.

''The issue is what are the messages that kids are getting and carrying with them as they get older as a result of this abundance of imagery these are mental health and behavioural problems,'' Mr Tucci said.

''They've missed the point, I think they've been swayed by the arguments of companies and marketing and advertisers.''

Senator Fielding, a participating member of the inquiry, said in his dissenting remarks the report had not adequately reflected the significant community concern it found during its three-month inquiry.

''While the committee says a 'precautionary approach' is justified, it should have taken a tougher stand,'' Senator Fielding said.

''The industry has gotten off lightly.''

Young Media Australia president Jane Roberts said it was a missed opportunity for the industry to consolidate codes of practice to ensure children were adequately protected.

''It's very difficult to not come to the conclusion that this committee has been heavily influenced by the advertising industry I think parents would be incredibly disappointed with this,'' Ms Roberts said.

''There's a huge gap between how the community perceives this to be a problem and what the report is actually recommending.''

The committee, which comprised senators from both major parties and two Democrats, said that before proposing more regulation the onus was on producers, sellers and publishers to address with community concerns.

''This is a community responsibility which demands action by society,'' the report said.

It pointed to a lack of research which backed up any causal relationship between particular media and identifiable mental and physical problems.

''It is extremely difficult to disentangle the specific roles played by family, school, friends, society at large and the media in forming attitudes,'' the report said.

Executive director of the Australian Association of National Advertisers Collin Segelov said that as far as advertisers and marketers were concerned, the issue had been dealt with when it reviewed its Advertising Standards Code in April and banned the sexualisation of children.

''We don't see the need to bureaucratise the situation, we will monitor it and be forever happy to consult on it with whoever wants to consult with us,'' Mr Segelov said.