These guidelines have been developed for the use of advertisers and advertising agencies and for the self-regulatory mechanism which these groups have established, the National Advertising Division, to help ensure that advertising directed to children is truthful, accurate, and fair to children's perceptions. Preliminary sections set forth basic principles which underlie the guidelines and discuss interpretation of the guidelines and their scope. The guidelines deal with eight aspects of advertising: social and moral values portrayed; type of presentation; promotion by program character, editorial character, or personal endorsement; comparative product claims; pressure to purchase; ways in which products are shown being used; claim substantiation; and the use of premiums in advertising. (GW)