The Children’s Television Act of 1990: Protecting Young Viewers
The Children’s Television Act of 1990 was enacted to improve the quality of children’s television programming. The Act requires broadcasters to meet specific standards designed to serve the educational and informational needs of young audiences. This includes limits on advertising time during children’s shows, ensuring a balance between entertainment and educational content.
The Act mandates that each U.S. broadcast television station air programming that meaningfully addresses the educational and informational needs of children. This “core programming” must meet specific criteria defined by the Federal Communications Commission (FCC). These requirements cover program length, scheduling, and content designed to promote intellectual, cognitive, and social-emotional growth in children aged 16 and under.
The Act also strictly limits advertising during children’s programming. This protects children from excessive commercial influence and ensures programming focuses on educational value. Regulations specify allowable advertising time per hour, differing between weekdays and weekends, for children aged 12 and under.
Furthermore, the Act addresses website addresses displayed during children’s programs. Websites promoted must adhere to guidelines ensuring they provide educational or informational content and are not primarily commercial. This protects children from potentially exploitative online marketing. Strict rules govern the separation of commercial and non-commercial content on these websites.
The FCC enforces the Children’s Television Act. Broadcasters submit detailed compliance reports to the FCC, which are publicly available, ensuring transparency and accountability in children’s television. This oversight maintains the Act’s integrity and its benefits for young viewers. Stations must document their core programming and adherence to advertising limits.
To aid compliance, the FCC provides resources and guidelines to broadcasters on implementing the Act’s requirements. This ongoing support ensures children’s television programming evolves consistently with the Act’s objectives. The FCC also offers a platform for public inquiries and complaints regarding potential violations.
The FCC actively monitors and enforces compliance through audits and investigations. Stations violating the Act may face penalties, including fines or license revocation. This enforcement underscores the Act’s importance and the commitment to upholding its standards.
