Drawing upon analysis of policy documents and interviews with key policy makers and professionals co-ordinating Sex and Relationships Education (SRE) in various settings, this paper interrogates the socio-political drivers underpinning SRE policy and practice with reference to the contemporary Welsh context. In media output in the UK context and beyond, there have been widespread public concerns about the over-sexualization of young girls, sexual grooming and the increasing commercialization of sex. These issues are also significant in Wales, but a different socio-political culture has led to different public pronouncements and a distinctive SRE approach. In this paper, we outline relatively new Welsh Assembly Government guidance on SRE (March 2010) in the context of a devolved education system. We argue that the characteristics of the Welsh approach to SRE include an emphasis on children’s rights and citizenship values, together with efforts to make SRE delivery more multidisciplinary and integrated. We also identify a different political rhetoric around sexual morality and family values, compared with that of England. This more progressive approach to SRE policy making, implementation and delivery in Wales is contrasted with the more heated pronouncements on the subject emanating from Westminster, particularly in recent years.