Abstract
Abstract The Federal Communications Commission and the National Association of Broadcasters are currently formulating rules and regulations to limit the amount of TV advertising directed at children. What has not been considered are potential secondary effects of these proposed rules and regulations. The apparent basis of this action is great faith in the power and effectiveness of consumerist legislation. Even if the law is effective in accomplishing its primary objectives, it may produce negative consequences for many consumers and negative reactions within the business community.
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