Connecticut senator Joe Lieberman, Democratic contender for the US vice-presidency, yesterday threatened action against Hollywood studios if they fail to clean-up their act in marketing violent, adult-rated moves and video games to minors.

In a letter to studio bosses, the senator accused them of not having “gone far enough” with their marketing controls. “If your industries do not take the steps called for by the Federal Trade Commission within the next six months,” wrote Lieberman, “and do not commit to uniform policies with real teeth, then we will call on the FTC to bring actions under the current false and deceptive advertising laws against companies that market adult-rated products to children.”

The senator then bared his teeth: "If we find the FTC lacks sufficient authority . . . then we will recommend narrowly tailored legislation to provide the necessary authority."

News source: Advertising Age - Daily Deadline