The Advertising Century

Peggy Charren

Published on .

Peggy Charren
(1928- )
Action for Children's Television, Boston

In the 1960s, Charren's anger over child-targeted commercials and insensitive, over-commercialized TV shows that exploited youngsters led her to create Action for Children's Television. Using her ACT letterhead, she embarked on an unrelenting lobbying campaign to reform children's TV. By 1971, Charren's work had sensitized advertising to excessive TV violence as well as inappropriate cereal, toy and fast-food spots; these issues turned up on legislative and educational agendas. The 1990 passage of the Children's Television Act, Charren's triumph, set new standards and altered advertising's access to child-oriented programming, merchandising tie-ins and copy appeals.