PMA files comments in response to the FCC's Notice of Inquiry "Empowering Parents and Protecting Children in an Evolving Media Landscape”

PMA, along with several other associations and major media companies, recently filed reply comments to the FCC's above Notice of Inquiry.("NOI”)

In the NOI, the Commission seeks inquiry on a wide range of subjects, including the extent of media use by children and its potential impact. In addition, many commentators treated the NOI as an open invitation to submit a variety of regulatory "wish lists” that would not necessarily serve the public interest.

There were numerous concerns: including that the NOI assumes that media exposure contributes to various social problems, including crime, aggressive behavior, obesity et al.

The comments filed by PMA point out the flaws in these assumptions, discuss the First Amendment implications of additional regulation, as well as the participation by media companies and advertisers in self-regulatory initiatives, and direct action benefiting the public.

A copy of PMA's response is available at HQ. Please e-mail ekabak@pmalink.org . Please also note that PMA previously filed comments in September 2008 in response to the FCC's Notice of Inquiry and Proposed Rule Making re product placements.