Action for Children's Television
Encyclopedia
Action for Children's Television (ACT) was founded by Peggy Charren
and Judy Chalfen in Newton, Massachusetts
in 1968 as a grassroots
organization dedicated to improving the quality of television
programming offered to children. ACT had up to 20,000 volunteer members and an operational budget of almost a half a million dollars before disbanding in 1992.
ACT's initial focus was the Boston
station WHDH
's Romper Room
, a children's show which promoted its toy products to its viewers. When ACT threatened to complain to the Federal Communications Commission
(FCC), WHDH scaled back the host's role in product promotion.
from children's programming. In subsequent years, it sought a more limited prohibition, eliminating commercials for specific categories of products. In 1971, ACT challenged the promotion of vitamins to children. "One-third of the commercials were for vitamin pills, even though the bottles said, 'Keep out of reach of children' because an overdose could put them in a coma," said Charren. Responding to ACT's campaign, vitamin-makers voluntarily withdrew their advertising.
In 1973, responding to concerns raised by ACT, the National Association of Broadcasters
adopted a revised code limiting commercial time in children's programming to twelve minutes per hour. Additionally, the hosts of children's television programs were prohibited from appearing in commercials aimed at children.
In 1977, ACT, together with the Center for Science in the Public Interest
, petitioned the Federal Trade Commission
(FTC) to ban television advertising targeted at children too young to understand the concept of selling
, as well as advertising for high-sugar
foods pitched at older children.
, saying that they "blur the distinction between program content and commercial speech
," and successfully barring Garbage Pail Kids from the air. It also opposed the proposed introduction of Channel One News
, a television news show featuring advertiser-based programming, into the schools, an effort which met with only limited success.
ACT brought many cases before the courts, including "Action for Children's Television v. FCC, 821 F.2d 741 (D.C. Cir. 1987)", often cited in media law.
ACT's efforts culminated in the passage of the Children's Television Act
of 1990, establishing formal guidelines for children's programming, including rules governing advertising, content and quantity. In 1992, Charren disbanded ACT, declaring that the organization had met its objectives.
Peggy Charren
Peggy Charren founded Action for Children's Television , a national child advocacy organization, in 1968, in an effort to encourage program diversity and eliminate commercial abuses in children's television programming....
and Judy Chalfen in Newton, Massachusetts
Newton, Massachusetts
Newton is a city in Middlesex County, Massachusetts, United States bordered to the east by Boston. According to the 2010 U.S. Census, the population of Newton was 85,146, making it the eleventh largest city in the state.-Villages:...
in 1968 as a grassroots
Grassroots
A grassroots movement is one driven by the politics of a community. The term implies that the creation of the movement and the group supporting it are natural and spontaneous, highlighting the differences between this and a movement that is orchestrated by traditional power structures...
organization dedicated to improving the quality of television
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
programming offered to children. ACT had up to 20,000 volunteer members and an operational budget of almost a half a million dollars before disbanding in 1992.
History
Co-founder Peggy Charren commented in 1995 that "Too often, we try to protect children by doing in free speech".ACT's initial focus was the Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...
station WHDH
WHDH-TV (defunct)
WHDH-TV was the callsign of the first station to use channel 5 in Boston. The station ceased operations March 18, 1972, after the station lost its license. The channel, but not the license, was taken over by WCVB-TV the following morning: March 19, 1972. It is of no relation to either WCVB or...
's Romper Room
Romper Room
Romper Room is a children's television series that ran in the United States from 1953 to 1994 as well as at various times in Australia, Canada, Japan, Puerto Rico, New Zealand and the United Kingdom...
, a children's show which promoted its toy products to its viewers. When ACT threatened to complain to the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...
(FCC), WHDH scaled back the host's role in product promotion.
1970s
In 1970, ACT petitioned the FCC to ban advertisingAdvertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
from children's programming. In subsequent years, it sought a more limited prohibition, eliminating commercials for specific categories of products. In 1971, ACT challenged the promotion of vitamins to children. "One-third of the commercials were for vitamin pills, even though the bottles said, 'Keep out of reach of children' because an overdose could put them in a coma," said Charren. Responding to ACT's campaign, vitamin-makers voluntarily withdrew their advertising.
In 1973, responding to concerns raised by ACT, the National Association of Broadcasters
National Association of Broadcasters
The National Association of Broadcasters is a trade association, workers union, and lobby group representing the interests of for-profit, over-the-air radio and television broadcasters in the United States...
adopted a revised code limiting commercial time in children's programming to twelve minutes per hour. Additionally, the hosts of children's television programs were prohibited from appearing in commercials aimed at children.
In 1977, ACT, together with the Center for Science in the Public Interest
Center for Science in the Public Interest
Center for Science in the Public Interest is a Washington, D.C.-based non-profit watchdog and consumer advocacy group focusing on nutritional education and awareness.-History and funding:...
, petitioned the Federal Trade Commission
Federal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...
(FTC) to ban television advertising targeted at children too young to understand the concept of selling
Selling
Selling is offering to exchange something of value for something else. The something of value being offered may be tangible or intangible. The something else, usually money, is most often seen by the seller as being of equal or greater value than that being offered for sale.Another person or...
, as well as advertising for high-sugar
Sugar
Sugar is a class of edible crystalline carbohydrates, mainly sucrose, lactose, and fructose, characterized by a sweet flavor.Sucrose in its refined form primarily comes from sugar cane and sugar beet...
foods pitched at older children.
1980s-1990s
In the 1980s, ACT criticized television programs that featured popular toys such as G. I. Joe and He-ManHe-Man and the Masters of the Universe
He-Man and the Masters of the Universe is an American animated television series produced by Filmation based on Mattel's successful toy line Masters of the Universe...
, saying that they "blur the distinction between program content and commercial speech
Commercial speech
Commercial Speech is speech done on behalf of a company or individual for the intent of making a profit. It is economic in nature and usually has the intent of convincing the audience to partake in a particular action, often purchasing a specific product...
," and successfully barring Garbage Pail Kids from the air. It also opposed the proposed introduction of Channel One News
Channel One News
Channel One News is a 12 minute news program for teens broadcast via satellite to middle schools and high schools across the United States. Channel One is owned by Alloy Media + Marketing and based in New York City.-Program History:...
, a television news show featuring advertiser-based programming, into the schools, an effort which met with only limited success.
ACT brought many cases before the courts, including "Action for Children's Television v. FCC, 821 F.2d 741 (D.C. Cir. 1987)", often cited in media law.
ACT's efforts culminated in the passage of the Children's Television Act
Children's Television Act
The Children's Television Act was enacted in 1990 in the United States to enhance television's potential to teach the nation's children valuable information and skills. The Act requires each full-service television station that offers children's television programming in the U.S...
of 1990, establishing formal guidelines for children's programming, including rules governing advertising, content and quantity. In 1992, Charren disbanded ACT, declaring that the organization had met its objectives.