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advertising directed at children on the internet

Currently doing some research for Australian Broadcasting Authority, into this issue of regulating advertising directed at children on internet. Has anyone seen some explicit or implicit attempts directed at children? Or does any one have an opinion or even care about this issue, and no I'm not interested in the issue of protecting children from pornographic sites etc etc. Any ideas at how companies and their adverts on the internet could be regulated. Appreciate any constructive comments...thanks

Follow Ups:

• see advertising for what it is ginger usa August 23 1997 (2)
  • You miss the point. Siamak UK August 26 1997 (1)
    • Ginger is right. Gray Poopon Sitting behind door #3 USA September 06 1997 (0)