On The Regulation Of Junk Food Advertising In The United States

TV commercial is an important propaganda means of traditional media,which has a significant impact on people's consumption propensity.Lacking of independent discriminating ability,Children are easily affected by advertising of junk food.In recent years,childhood obesity leading by junk food advertising has become a serious problem in western society.Western countries' governments,legislative institutions and public interest groups deal with this problem by criticism,protest,supervision and legislation to reduce its negative influence on Children's health.U.S.A has a high level of obesity,including childhood obesity.United States have very modern and developed food industry and media industry,also the public has a high level of awareness of health and self-protection.In the matter of supervising junk food advertising,there exist profit games among different groups.In 1990,the United States enacted “Children's Television Act”(CTA).The Federal Communications Commission(FCC)and The Federal Trade Communication(FTC)also have supervision on the matter of junk food advertising.The essay studies on the issue of profit games,specific measures and legal application during the process of junk food advertising supervision,and offers legal advices to China.The article is divided into five parts:The first part introduces the supervision history of junk food advertising supervision since 1970 s,including the enacting of “Children's Television Act”(CTA),the establishment and function of the Task Force on Media and Childhood Obesity: Today and Tomorrow.This part also analyses the interest dispute and profit games among different groups.The second part analyses the dilemma of The Federal Communications Commission(FCC)and The Federal Trade Communication(FTC)during the supervision of junk food advertising.This part further analyses the boundary of FCC and FTC's function as well as application of the law.The third part introduces the supervision department and measures of United Kingdom on this issue and analyses its impact on United States' policy.The forth part introduces the legal issues and supervision measures on the restriction of junk food advertising.The fifth part summarizes the cause of formation of junk food advertising and childhood obesity and offers legal advices to China.