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In today’s world of ‘up-ageing’, adolescence begins ear­lier. Indeed today’s ‘tweens’ aged 8 to 12 are as brand savvy, fashion aware and peer influenced as yesterday’s teenagers. The often age-inappropriate information to which young people are exposed is one factor contributing to this phe­nomenon. With adolescence commencing earlier, young people are pushing for independence, are peer-focused, and are engaging in risk-taking behaviours from a younger age and to greater excess.


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