Campaign for a Commercial-Free Childhood and BabyFirstTV

Campaign for a Commercial-Free Childhood and BabyFirstTV

Two years ago, The Campaign for a Commercial-Free Childhood (CCFC) filed a Federal Trade Commission (FTC) complaint against Baby Einstein, Baby Brainy, and BabyFirstTV for false and deceptive marketing. The complaint led to significant changes to Baby Einstein's and Brainy Baby's marketing strategies. The same cannot be said for BabyFirstTV.

On July 15, 2008, the CCFC sent a letter to the FTC urging them to enforce the standards established in response to the CCFC campaign. The FTC stated, "Advertisers must have adequate substantiation for educational and/or cognitive development claims that they make for their products, including for videos marketed for children under the age of two."

There is no evidence supporting the claim that television is beneficial to children under two years of age. On the contrary, there is growing concern about its negative effect on children's development.

For more information, visit www.commercialfreechildhood.org/babyvideos/babyfirsttv.htm.