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ERIC Number: ED178083
Record Type: RIE
Publication Date: 1978-Feb
Reference Count: 0
FTC Staff Report on Television Advertising to Children.
Federal Trade Commission, New York, NY. Bureau of Consumer Protection.
This report addresses the problems created by the large volume of current television advertising being directed to children, many of whom naively accept the messages and cannot perceive the selling purpose of television advertising or otherwise comprehend or evaluate it; and recommends that law-making proceedings begin to (1) ban all television advertising for any product which is directed to very young children, (2) ban advertising directed to older children for sugared products which pose serious dental health risks, and (3) require that advertisements directed to older children for other sugared products be balanced by nutritional and/or health disclosures funded by advertisers. Various sections of the report deal with the factual background of televised advertising to children, including children's exposure to television commercials concerned with sugared foods and commercial impact; legal implications of advertising to children in light of the Federal Trades Commission Act; the absense of jurisdictional or constitutional impediments to the regulation of advertising to children; and remedies available to cure the deceptiveness and unfairness of current advertising to children. (CMV)
Descriptors: Children, Childrens Television, Consumer Protection, Dental Health, Federal Legislation, Federal Regulation, Marketing, Preschool Children, Research Reviews (Publications), Television Commercials, Television Viewing
Superintendent of Documents, U.S. Government Printing Office, Washington, D.C. 20402 (620-944/108 1-3)
Publication Type: Information Analyses
Education Level: N/A
Authoring Institution: Federal Trade Commission, New York, NY. Bureau of Consumer Protection.