In a refreshing display of common sense, the American Psychological Association condemned television advertising aimed at young children as "by its very nature exploitative." Since youngsters' critical thinking skills are not developed, the APA suggests tighter limits on advertising during children's shows, more clear distinctions between ads and programming, or even banning ads on shows for children 8 years old or younger. The president of the youth marketing firm KidShop called the APA stance "a dangerous precedent." This week's Holmes Report [3] quotes marketing academic James McNeal as saying: "The median age of when children begin influencing parents' [consumer] choices is 24 months."