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Regulation of Television advertising

Simon Anderson

Virginia Economics Online Papers from University of Virginia, Department of Economics

Abstract: Regulation of television advertising typically covers both the time devoted to commercials and restrictions on the commodities or services that can be publicized to various audiences (stricter laws often apply to children’s programming). Time restrictions (advertising caps) may improve welfare when advertising is overprovided in the market system. Even then, such caps may reduce the diversity of programming by curtailing revenues from programs. They may also decrease program net quality (including the direct benefit to viewers). Restricting advertising of particular products (such as cigarettes) likely reflects paternalistic altruism, but restrictions may be less efficient than appropriate taxes.

Keywords: television; advertising; regulation; length caps; advertising content (search for similar items in EconPapers)
JEL-codes: D42 L15 M37 (search for similar items in EconPapers)
Pages: 30 pages
Date: 2005-08
New Economics Papers: this item is included in nep-com, nep-mic, nep-mkt and nep-reg
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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