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Unformatted text preview: ny studies had found that young children often could not tell the difference between television programming
and television advertising. They also could not comprehend the real purpose of commercials and trusted that advertising claims were true.
Michael Pertschuk, the head of the FTC, argued that children need to be shielded from advertising that preys upon their immaturity. “They
cannot protect themselves,” he said, “against adults who exploit their present-mindedness.”
The FTC’s proposed ban was supported by the American Academy of Pediatrics, the National Congress of Parents and Teachers, the
Consumers Union, and the Child Welfare League, among others. But it was attacked by the National Association of Broadcasters, the Toy
Manufacturers of America, and the Association of National Advertisers. The industry groups lobbied Congress to prevent any restrictions on
children’s ads and sued in federal court to block Pertschuk from participating in future FTC meetings on the subject. In April of 1981, three
months after t...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08