Rudd Center for Food Policy and Obesity
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KidVid

The FTC, through the Federal Trade Commission Act, has the power to regulate “unfair or deceptive acts or practices” in advertising. The terms “unfair” and “deceptive” are narrowly interpreted so unless the advertisement is misleading or may cause injury to a consumer, the FTC lacks the power to regulate it. Although the FTC attempted to regulate advertising directed to children several decades ago (known as “KidVid”), its efforts drew intense criticism by corporate stakeholders and Congress eventually pressured the agency to abandon the proposed regulations.