It sems like every few years a group of concerned parents or (as in the case) doctors, send out the call to restrict children's advertising on television. So far, the industry has (barely) self-regulated, and this will likely continue, despite congressional turnover next month. in this latest call for regulation: "The group is demanding that TV ads on kids' shows be halved and that junk-food ads be banned during shows viewed predominately by those under age 8. It is also requesting that alcohol ads be limited to product pictures and text and erectile-dysfunction ads be limited to after 10 p.m." ok, childhood obesity and its attendant health problems are reaching epidemic proportions - one that directly impacts the work of pediatricians. I'm not sure I personally agree with the limitations on alcohol and erectile dysfunction ads and its tougher to understand the impact these ads have on children's health - it starts to veer uncomfortably close to censorship. What seems to be missing from this latest round is any recognition on the impact of product placement in TV that is not specifically targeted towards children but is immensely popular with them. case in point: American Idol. I defy you to find a child dedicated to that show who can't immediately identify the 3 major sponsors. If the purpose of the proposal was not to directly affect policy but to increase the discourse around children's advertising (as I suspect it was), then the American Academy of Pediatrics has sorely missed a critical issue.