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This study aims to determine the factors that causes the spread of baby clothes which are not SNI labelled, in the city of Semarang and to find out the extent of the regulation’s implementation. The legal research that the writer use is qualitative research, with the type of juridical empirical research, in this method the primary data was obtained from the Department of Industry and Trade of Central Java Province and the Sekawan Putra Trade Business. Secondary data was obtained from library sources as well as from respondents namely baby clothing sellers and baby clothes consumers. The results of the study (1) internal factors that are not required to apply SNI on the use of baby products of IKM, the number of IKMs that still produce infant clothing that are not SNI labelled yet, the low awareness of consumers that is caused by less intensive socialization from the government, and external factors that come from dependence of business actors with laboratory tests, which makes it difficult for business actors to obtain SNI certificates. (2) No special supervision has been carried out as a follow up to the results of periodic supervision. Conclusions from this study (1) There are still many baby clothes of IKM products that are not SNI labelled yet (2) there is still a mismatch of the Minister of Trade Regulation of the Republic of Indonesia Number 47 / M-DAG / PER / 7/2016 carried out by the Department of Industry and Trade of Central Java Province. Suggestions from this research are for consumers to be more selective in choosing and buying baby clothes, for businesses to comply with SNI regulations for baby clothes, for the government to improve socialization to consumers and fostering business actors and conducting special supervision also increasing the frequency of monitoring.

The subject of this article is babies' clothes and the colour pink. Based on 20 interviews as well as participant observations among mothers and fathers on parental leave in the Stockholm region, connections between choices of children's clothing and the view on child rearing concerning gender, are discussed. Even though the parents mostly would dress their children according to dominating, contemporary gender conventions (pink and red for girls and blue, grey and green for boys), most of them still had a negative attitude towards the colour pink. For girls, pink was considered oppressive and old fashioned, and for boys degrading. Pink was such a common theme in the interviews that I tend to think of it as, in Sherry Ortner's terminology, a key symbol — a central figure that contains messages of fundamental values in a group or in a society. In this case, pink becomes a reflection of the parents' models of equality and gender relations. But the colour also reflects how a certain group of people, through the rhetoric of equality, construct themselves as modern, urban middle class parents.