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Return To Hot Wheels: The Fcc, Program-Length Commercials, And The Children's Television Act Of 1990, Allen K. Rostron
Return To Hot Wheels: The Fcc, Program-Length Commercials, And The Children's Television Act Of 1990, Allen K. Rostron
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During the 1970s, the FCC closely examined the commercial content of children's television programming. However, in the 1980s, it declined to adopt any specific advertising or programming standards to replace those of the abandoned National Association of Broadcasters' code. The result, according to critics, was "program-length commercials," advertising for toys and other children's products contained in children's programs.
The Children's Television Act of 1990 directed the FCC to address this problem, but the agency failed to respond to the concern of Congress that children's television had become the "video equivalent of a Toys-R-Us catalog." It rejected proposals submitted during the …