Today in history, the U.S. Senate passed a groundbreaking piece of legislation aimed at reshaping the landscape of children’s television. On October 19, 1988, the Children’s Television Act was passed to limit commercial advertising during children’s programming and encourage broadcasters to air educational and entertaining content.

The passage was swift and decisive, backed by a bipartisan coalition that believed American children needed more than just flashy cartoons and relentless toy commercials.

The Problem: “Creeping Commercialism”

By the late 1980s, the effects of deregulation were becoming clear. Since 1984, when the Federal Communications Commission (FCC) lifted time limits on commercials, advertising during children’s programming has exploded. Shows often blurred the line between content and merchandise, with toy lines and cartoons becoming virtually indistinguishable.

Critics, including Rep. Edward Markey (D-Mass.), warned of what he called “creeping commercialism.” Kids were being targeted not just as viewers, but as consumers. The result? A generation raised on shows designed to sell, not educate.

The Bill: Less Advertising, More Education

The Children’s Television Act of 1990 key provisions included:

• Limits on advertising time:
  • 10.5 minutes per hour on weekends
  • 12 minutes per hour on weekdays
• FCC oversight:
• Broadcasters would be required to provide content that met the educational and informational needs of children.
• License renewal accountability:
• Stations risked losing their licenses if they failed to comply with the new standards.

The bill reinstated standards that had existed before deregulation and aimed to create a healthier media environment for young audiences.

Political Tensions: Reagan’s Objections

Despite widespread support, the bill faced opposition from Reagan’s administration. The White House argued that the measure interfered with free speech and suggested a potential veto. The Department of Justice echoed those concerns, calling the bill “ill-advised” and a potential threat to the First Amendment.

Still, the Senate passed it on a voice vote. The House had already approved it in June by a vote of 328 to 78, sending a strong bipartisan message about concern for children’s media welfare.

A Cultural Shift

Peggy Charren, founder of Action for Children’s Television, called the bill “a sea change” in how broadcasters approached kids’ content. Stations could no longer rely solely on toy-driven shows or neglect educational programming without scrutiny.

Senator Timothy Wirth (D-Colo.), who had supported an even stronger version of the bill, acknowledged the legislation as a step forward—even if it didn’t mandate specific educational content. “Children benefit most from programming tailored to their needs,” he said, “but this is at least a start.”

Legacy

Although President Reagan ultimately pocket-vetoed the bill in November 1988, Congress revisited and passed a revised version in 1990. The legislation, known as the Children’s Television Act, would shape media policy for decades to come.