Within the context of regulation of all television advertising, the regulation of children's television advertising as currently practised is discussed, and a description of the legal and self-regulative codes children's advertising must comply with is given. The commercial television industry has voluntarily extended the scope of statutory regulation of advertisements, by self regulation. The author argues that the present balance between participatory regulations by way of voluntary codes developed and administered by the television industry, and external regulations by statutory agencies should shift further towards the TV stations in the future.
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