The Children's Media Policy Council, whose members include Children Now, The PTA, the American Psychological Association and the American Academy of Pediatrics, wants the Federal Communications Commission to fix the V-chip/ratings system, including adding ratings for "inappropriate TV commercials" and embedded advertising in broadcast and cable shows so parents can potentially block those, too. Positioned on the other side of the argument is the Association of National Advertisers, which has asked the commission to "disavow" any effort to add commercials to the content ratings menu, saying that Congress' instruction to the FCC to conduct a study was not be treated as an "invitation to regulate." The positions were on display in filings made the commission Thursday, the deadline for comments to a report Congress required the FCC to prepare on the current state of content-blocking technologies across a range of media, including cable, satellite and the Internet as well as broadcasting.
