In 1968, a mother named Peggy Charren spoke out against advertising aimed at children. With the help of volunteers, Charren launched the organization Action for Children's Television. They successfully lobbied the Federal Communications Commission (FCC) and the FTC to place limits on advertising targeted to children.

As a result, the FCC introduced regulations in September 2004 stipulating that children's programming may contain no more than 10.5 minutes of advertising per hour on weekends and 12 minutes per hour on weekdays. In October 2004, two networks incurred heavy fines for violating these rules.

Major food companies are taking note. PepsiCo, Kraft, General Mills, and Kellogg have all announced actions to curb advertising directed to children. In an effort to dispel criticism that food companies are contributing to obesity in children, Kraft Senior Vice President Lance Friedmann said in a statement published by the Associated Press in January 2005, "We're working on ways to encourage both adults and children to eat wisely by selecting more nutritionally balanced diets."

While FCC restrictions and efforts by companies to curtail advertising to children are a step in the right direction, the United States is well-behind several of its European neighbors that have taken action to restrict advertising to children significantly. For instance, Sweden has banned all advertising during children's prime time, and commercials featuring characters familiar to children are prohibited until 9 PM during the week and 10 PM on weekends. Denmark, Norway, Finland, and Sweden prohibit commercial sponsorship of children's programs.

Australia has followed suit, prohibiting advertisements during programming for preschoolers.