The group said an existing federal statute assigns responsibility for the regulation of advertising to the Federal Trade Commission. The coalition, aware of under-age smokers, is not contesting the government's legitimate interest in discouraging teenage smoking. However, the group claims that advertising has nothing to do with whether or not a minor smokes. By banning billboards in order to keep the message away from 12 or 14 percent of the public, the FDA is depriving legal consumers of information about a product that they can legally buy, the coalition contends. This, coupled with a voluntary rating system, would block programming parents don't want their children to see.
Broadcasters oppose the chip, citing free-speech concerns.
V-chip supporters counter that networks are more concerned with reduced viewership, and reduced revenue. ABC, NBC and Fox are the other networks involved in the proposal.