Television Advertising and Children: Regulatory vs. Competitive Perspectives

Abstract

This paper proposes that the power of advertising be harnessed to address a significant social problem: the influence of advertising on children's consumption behavior. The Federal Trade Commission is currently studying regulations that would ban or severely restrict television advertising to children. Analysis from both marketing strategy and legal standpoints demonstrates that regulation will not solve the problem. It is suggested that an advertising campaign, sponsored by the FTC, and created and executed by a private advertising agency, might accomplish what regulation cannot.

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