In recent years the commercialisation and sexualisation of children have become a focus of public policy in a number of different contexts (Rush and La Nauze 2006; APA, 2007; Buckingham, et. al., 2009, 2010; Papadopoulos, 2010; Bailey, 2011). In 2012 the Irish Government Department of Children and Youth Affairs, commissioned a research project, which was predominantly concerned with accessing parents’ views on issues pertaining to the commercialisation and sexualisation of children. Seventy eight self-selecting parents of children in Ireland, who participated in interviews and focus groups, discussed issues pertaining to support, intervention and regulation with respect to childrearing, children’s wellbeing and children’s rights in a contemporary Irish societal and cultural context. In this paper we explore the various positions taken up by parents on questions of social, corporate, institutional and individual responsibility as they relate to sexualisation and commercialisation. We use this data to argue that public policy and educational initiatives designed to respond to the implications for children of commercialisation practices and the sexualisation of culture would have to acknowledge and accommodate considerable diversity and complexity in parental values, positions and practices, constitutive of real life parenting in relational contexts.