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Industry: Email Alert RSS FeedFCC adopts TV ad bill. (Federal Communications Commission, advertising during children's programs)
Children's Business, June, 1991 by Gannon, Virginia
FCC ADOPTS TV AD BILL The Federal Communications Commission in April adopted rules prohibiting manufacturers from advertising toys such as Teenage Mutant Ninja Turtles and Super Mario Brothers during TV shows that feature the same characters. The FCC prohibited such ads on grounds that programs and ads with look-alike characters would be considered program-length commercials.
The new rules, which were adopted unanimously by the five-member board, also set limits on the amount of advertising allowed during kids' TV. As mandated by Congress last fall, the limitations mark a return to the pre-Reagan regulatory scheme for broadcasters. They limit advertising during programs aimed at children 12 years old and younger to 10.5 minutes per hour on weekends...
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