Resumen de Regulation of television advertising to children: the policy dispute in its second decade
David H. Goff, Linda Dysart Goff
1980 marked the beginning of the second decade of the policy dispute over television advertising to children. In the early 1970s regulatory steps by advertisers and broadcasters satisfied the regulatory concerns of the FCC. However the FTC retained its interest in this area and in 1978 began consideration of the “unfairness” of advertising any product to children too young to comprehend television advertising. Vigorous, coordinated lobbying by concerned industries led to the inclusion, in the FTC Improvements Act of 1980, of a provision prohibiting further FTC consideration of the unfairness of children's advertising. The restrictiveness of this law caused the FTC to abandon its rulemaking proceeding in 1981, thus ending the present phase of this twelve‐year dispute. Regulatory agency ineffectiveness and a rapidly evolving regulatory environment suggest that concerned groups might have more impact on children's advertising policy by working outside the regulatory administrative process.
