REGULATION: Babes in Ad Land

Babes in Ad Land

When they tune in to the likes of G.I. Joe, Smurfs and Thundercats, young television viewers are pelted with pitches for everything from plastic aircraft carriers to presweetened cereals. To control the clutter, Congress overwhelmingly approved a bill restricting commercials to 12 min. per hr. on weekday kids' shows and to 10 1/2 min. on weekends. The measure, aimed at reimposing limits dropped by the Federal Communications Commission in 1984, also required broadcasters to air educational programs for children.

Last week the legislation ran afoul of President Reagan. Stating that the bill "cannot be reconciled" with constitutional guarantees of freedom of...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!