Limits on TV Ads Aimed at Kids

The Times is to be commended for its editorial, “A Mind Is a Terrible Thing to Waste” (Aug. 15). The Children’s Television Act would address several important problems, including the over-commercialization of children’s programming and the scarcity of educational and informational programming outside of PBS and a few cable offerings. Sens. Daniel Inouye (D-Hawaii), Ernest Hollings (D-S.C.) and Timothy Wirth (D-Colo.), along with Rep. Edward Markey (D-Mass.), should be commended for their efforts in securing passage of this landmark legislation.

Psychological research has demonstrated that many young children are unable to distinguish between commercials and programs and that they do not understand the persuasive intent of commercials. Consequently, children fail to critically evaluate commercial claims in the ways adults might. Our children deserve protection from such practices. Research has also demonstrated that television can be an effective means of teaching children important skills and concepts. Given concerns about our nation’s international competitiveness and the quality of our future work force, an additional investment in educational television seems warranted.

Your editorial did contain one error: The limit on the minutes of commercial material allowed during children’s programming will indeed apply to cable programming.

Finally, the Department of Justice has recommended that President Bush veto this legislation. For him to do so would be a great disservice to our children and truly make a mockery of the President’s claim to the title of the “Education President.”

BRIAN L. WILCOX, Director

Office of Legislative Affairs and Policy Studies

American Psychological Assn.

Washington, D.C.