On the heels of the July National Institutes of Health report that teen pregnancies rose in the United States for the first time since 1991, a new study from the RAND corporation shows sexual content on television to be strongly associated with teen pregnancy.

Are we surprised? Every parent I know routinely contemplates the over sexualized content of our media and the youth it targets, but what are we really doing about it? I hear mothers and fathers alike complain that little girls’ fashion includes bare belly buttons and plunging neck lines, yet many of these same parents admire the scant frocks and willingly open wallets to indulge a daughter’s desire for hardly-there swimwear and skirts with little more than a hem.

It’s easy to blame TV. It’s much harder to blame ourselves. As our 10-year-olds dress more like 20-year-olds and our female pop culture icons parade pregnant tummies and date adult men, our parental words of wisdom seem to be less and less effective against a world otherwise telling our children that sexy is fun and expected.

Each generation amuses itself by pushing the envelope of decency and values. Elvis and his pelvis, the Beatles’ long hair; Woodstock and free love, Brittany and her school girl pout—it’s a multiplying effect. Parents and social scientists will continue to ask how far is too far, and our children will contemplate their own quagmire when they become adults and begin to see the world with more experienced eyes.

The RAND study’s lead author and behavioral scientist, Anita Chandra, said a central message from the study is the need for more dialogue about sex in the media, particularly among parents and their children. I agree talking to our children is critical but balancing the message from Mom and Dad and the bombardment of conflicting messages from every media outlet is a tough expectation for children during a time when peers are almost as significant as family. Talk is not cheap, but in addition perhaps we need to think about how we can decrease the social acceptability of sexualized marketing campaigns and our children’s consumer choices related to media.

Researchers at the nonprofit organization found that adolescents with a high level of exposure to television shows with sexual content are twice as likely to get pregnant or impregnate someone as those who saw fewer programs of this kind over a period of three years. With teenage pregnancy on the rise, and more and more sex on TV, talking to our children is only one step. We have to actually believe what we’re saying, and follow up with our wallets and our remote controls.

Are you concerned? Share what’s working in your home to help decrease your children’s exposure to sex on TV?