Differing ethical approaches increase the confusion of the controversy over children's television advertising between the Federal Trade Commission (FTC) and representatives of marketing and broadcasting. Marketers and broadcasters base the argument for the status quo on teleologic (situational accommodation) grounds; namely, the competitive nature of the marketplace makes it unthinkable for individual companies to institute any unilateral reforms in children's advertising practices. The "FTC Staff Report on Television Advertising to Children" is based on a deontologic (sense of moral right) ethical stance based on idealism and professional training to protect the underdog. Each side overplays threats and harms knowing that compromise is the inevitable result of differing opinions. However, the stances of the adversaries leave little room to consider such alternatives as reducing commercials permitted during children's television, expanding the definition of children's programing, increasing the authority of the Federal Communications Commission to institute sanctions for code offenders, and taxing station promotions in order to subsidize children's information spots to fill the time left by reducing the number of commercials. (TJ)