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FCC Urges Advertisers to Protect Children From Liquor Ads: In a letter to the National Assn. of Advertisers, Federal Communications Commission Chariman Reed Hundt said that if it takes “proactive and responsible action” the FCC won’t have to. At least three FCC commissioners have voiced concern about the appearance of Joseph E. Seagram & Sons liquor ads on a handful of small, local TV stations in spite of a 48-year-old voluntary ban. Advertisers and broadcasters have challenged the FCC’s authority to act. But privately, many broadcasters are jittery about accepting liquor ads. They worry that FCC action could lead to restrictions on lucrative beer ads, driving sporting events to cable TV. Meanwhile, the liquor industry has asserted its legal right to advertise on TV and is assessing its voluntary ban.