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Segment 3 (Sugar-Coated Ads) #497675

NBC Evening News for Monday, Feb 27, 1978
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(Studio) Recent FTC (Federal Trade Commission) staff report, recommending ban on television ads for candy and presweetened cereals designed to sell products to young children, noted. Special report is on this controversy.
REPORTER: John Chancellor

(DC) FTC (Federal Trade Commission) staff recommendations for bans on ads designed to sell sugar-coated products to children and to require dental hygiene ads to be paid for by mfrs. of those sugar-coated products detailed; upcoming FTC vote noted. Amt. of television and ads children watch per week noted. Efforts of group called Action for Children's Television in pushing for such restrictions as FTC (Federal Trade Commission) staff recommends mentioned. [ACT spokesperson Deborah FIRST - says parents can only do so much to counter sugar-coated ads and that most ads are for products physicians and dentists consider most harmful for children's future health.] Ads for both sugared products and dental hygiene shown. Response of mfrs. of candies and cereals to this recommendation by FTC (Federal Trade Commission) described. [Cereal Institution spokesperson Eugene HADEN - cites evidence of benefits of presweetened cereals.] Hartford University professor, Dr. Bernard Friedlander is child psychologist; his studies with children re: effect of ads on them mentioned. [FRIEDLANDER - says children don't usually grasp idea of 3rd party trying to persuade them of something until reaching age 9 or 10. Cites psychological impact of ads on children's outlook on life.] [Association of Advertising Agencies spokesperson William HESSE - finds no evil in these ads.] Claim by broadcasters and advertisers that ban on such ads would violate their free speech rights, and plans to take case to court, noted.
REPORTER: Robert Bazell

Bazell, Robert;
Chancellor, John

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