The Federal Trade Commission has concluded that it is powerless to act against marketing of adult-oriented movies, music and computer games which it believes is targeted at children.

The organisation yesterday announced it could not regulate such advertising, prompting calls for new legislation to give it the necessary powers in the next congressional session. Presidential candidate Al Gore has already pledged to give the FTC new authority if marketers fail to act themselves.

The FTC’s ratings system for movies and other products currently have the status of guides for the public, and cannot be used to enforce changes in marketing strategy.

News source: Advertising Age - Daily Deadline