Dealing with Children's Advertising: Public Policy Issues and Alternatives

Resolving recent children's television advertising concerns about overcommercialization and the use of so-called “program-length commercials” promises to be a complex, protracted, costly, and frustrating process characterized by political maneuvering and conflict. The eventual outcome may well be a partial solution that is less than satisfactory to most of the participants. This article describes the current controversy, reviews broader children's advertising issues, and examines alternative solutions. It proposes the creation of a regulatory/self-regulatory organization in which all factions work together for better children's advertising.