[DOWNLOAD] "Rethinking Regulation of Advertising Aimed at Children." by Federal Communications Law Journal ~ eBook PDF Kindle ePub Free
eBook details
- Title: Rethinking Regulation of Advertising Aimed at Children.
- Author : Federal Communications Law Journal
- Release Date : January 01, 2006
- Genre: Law,Books,Professional & Technical,
- Pages : * pages
- Size : 318 KB
Description
I. INTRODUCTION: A BRIEF HISTORY OF THE REGULATION OF ADVERTISING AIMED AT CHILDREN In the 1970s, both the Federal Communications Commission ("FCC") (1) and the Federal Trade Commission ("FTC") (2) completed extensive examinations of advertising directed at children. The FCC issued a policy statement asking networks to voluntarily limit the amount of commercial time aired during programs directed at children. (3) The FTC compiled a staff report stating that it was fundamentally unfair for advertisers to direct commercials at children and issued a Notice of Proposed Rulemaking in 1978 that proposed major regulation of advertisements aired during children's television. (4) The FTC received harsh political and public response to this proposed rulemaking. The Washington Post called the proposal "a preposterous intervention that would turn the FTC into a great national nanny." (5) Congress responded to the FTC's proposal not only by passing legislation limiting the FTC's power to enforce any rule relating to children's advertising, but also by failing to renew the FTC's funding, in effect shutting down the agency temporarily. (6) After the FTC's unsuccessful attempt to regulate advertising aimed at children, there was not much governmental involvement in the area until 1990, when Congress passed the Children's Television Act ("CTA"), (7) which instructed the FCC to enforce certain requirements for television broadcasters. At this time, the FCC was still opposed to government involvement in this area and preferred to let the market regulate itself. (8)
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