The potential ill effects of television advertising and programming directed at children and who should assume responsibility for them are issues being debated by parents, broadcasters, government officials, and child advocates. Some contend that protecting children is government's responsibility; others argue that parents are ultimately responsible. Though many opinions have been offered, few have represented parental views. The authors fill that gap by examining mothers' preferences for the regulation of children's television. They also segment mothers by their parental styles and examine their group views of various options. Finally, they offer some insights for persons who affect policies.
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