ERIC Number: ED130776
Record Type: RIE
Publication Date: 1975-Jul-14
Reference Count: 0
[Children's Television Advertising Excesses and Abuses.]
Choate, Robert B.
This testimony presents evidence of children's television advertising excesses and abuses. The testimony points out that the average TV-watching child sees more than 22,000 commercials a year, and that on the programs most popular with children large numbers of over-the-counter drugs and hazardous products are advertised. The history of private sector and public regulatory activity, or non-activity, to protect children is presented. The very limited coverage of the child code of the National Association of Broadcasters (effective primarily Saturday and Sunday mornings) is cited together with the statistic that 90% of child television watching occurs other than on weekend mornings. A chapter of the testimony examines the reasons behind private and public inactivity and offers the suggestion that inadequate protection of voteless children is almost endemic to the private enterprise system. The role of the Federal Communications Commission, the Federal Trade Commission and the Food and Drug Administration is explained. The need for neutral academic research towards understanding how children absorb and process sophisticated messages for sophisticated products is underscored. Appendices include data on children's favorite programs; substances most frequently ingested by children under five; product warnings; and income as related to health; and accidents causing children's death. (Author/MS)
Publication Type: Legal/Legislative/Regulatory Materials
Education Level: N/A
Sponsor: Council on Children, Media, and Merchandising, Washington, DC.
Authoring Institution: N/A
Note: Statement of Robert B. Choate, Chairman, Council on Children, Media and Merchandising Before the Subcommittee on Communications of the Committee on Interstate and Foreign Commerce, United States House of Representatives.