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Docs: Time to reel in ads, kids

Healthcare Strategist Trend Watch, December 8, 2006

"Dad, what's Viagra?"

Parents won't have to worry about answering this question if the American Academy of Pediatrics (AAP) gets its way. Restricting ads for Viagra and other erectile dysfunction drugs to late night television is just one measure AAP is asking Congress to enact, in hopes it can reduce the effect advertising has on children's behavior.

Children view as many as 40,000 advertisements per year on television alone, according to an AAP policy statement released earlier this month. Advertising can be blamed for obesity, eating disorders, early alcohol use, and sexual activity among children and teens, AAP says. AAP has also called on Congress to

 limit commercial advertising during children's programming to no more than six minutes per hour, decreasing current time by 50%

 ban cigarette and tobacco advertising in all media, including banners and logos in sports arenas

 confine alcohol advertisements to images of the product, not cartoon characters or attractive women

 prohibit junk food advertising during children's programming

 restrict advertisements for erectile dysfunction drugs to after 10 p.m.

 increase funding for public television

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