Abstract
Discusses how the regulation of advertising to children in the USA is moving from a self‐regulated system to one subject to increased scrutiny and control; the main cause of this change is the internet, and the aim is to limit the exploitation of children online. Outlines the work of the Children’s Advertising Review Unit (CARU), which has set down self‐regulatory principles, and evaluates material for its compliance with these. Describes the self‐regulation system for specific media: individual TV networks have their own standards, and movies follow the Motion Picture Association of America rating system, while three alcohol trade associations have self‐regulatory codes. Concludes with the federal legislation restrictions covering television, the Internet, tobacco, and 900‐numbers.
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