In addition, the Children's Television Act established the Children's Television Endowment Fund to encourage the development of new educational programming for children. In addition, advertisers have become adept at circumventing rules and minimizing warnings. The American Academy of Pediatrics believes advertising directed toward children is inherently deceptive and exploits children under age 8 years of age. However, many of the products advertised to adolescents are harmful to their health. Although the advertisers insist that their intent is to promote brand selection, an unacknowledged consequence is increased product consumption.
Alcoholic beverages represent a major health risk to American youth.
There is compelling public health interest in protecting children and adolescents against both cigarette and alcohol advertising. However, the viewing audience cannot be accurately sequestered by age, and a ban would also infringe on the rights of free speech directed at older children. There should be stricter enforcement of existing regulations that define the nature and content of educational programs. Strict and heavy fines should be imposed when such violations are proved. There should be increased funding of the Children's Television Endowment Fund.