Thanks to The Wonderful Husband's recent retail therapy, we have a fancy new digital cable system that lets us record programs automatically. So, like any decent parents would, we immediately filled the hard drive with children's programs—the gentle new "Curious George" on PBS, plenty of Sesame Street, and the one Disney show I like (really like): "Little Einsteins."

Trouble is, "Little Einsteins" comes on the Disney Channel, and there are commercials—or, as I'm sure Disney would prefer me to call them, "corporate mentions." This morning, I let her watch a new "Little Einsteins," and the introductory montage included a spot with the Chuck E Cheese mascot playing basketball with kids and encouraging exercise...because "it's not only fun, it's healthy, too!," or something to that effect.

That message, of course, is lost on a two-year-old. Her thinking went more like, "Chuck E Cheese! I went to a birthday party there a few months ago. There was pizza and candy and cake and games! I want to go again!" Which then became all she talked about for the next five minutes, until Leo and the rest of the Little Einsteins crew headed to Rocket and her mind moved on.

This annoyance isn't limited to Disney. Even PBS, sadly, has corporate mentions—again, Chuck E Cheese, for our local PBS channel. I hate that.

So what's to do?

Last month Elaine Kolish, pictured here, became director of the Council of Better Business Bureau's Children's Food and Beverage Advertising Initiative. She will monitor and enforce the pledges made last November by 11 major food advertisers to devote half their advertising aimed at kids to the promotion of healthy diet and fitness choices.

Those advertisers include quick-serve companies and suppliers like McDonald's, PepsiCo, Coca-Cola, Cadbury Schweppes, Campbell Soup, General Mills, Hershey, Kellogg, Kraft, Masterfoods, and Unilever.
All have pledged to reduce their use of licensed characters, product placement, and advertising in schools, and to follow the existing guidelines of the BBB's Children's Advertising Review Unit.

As this interview makes clear, though, the pledges are just that right now. Kolish will spend this spring and summer encouraging those advertisers to put some teeth in those promises. Here's an exceprt:

"[...] We're planning on announcing pledges between May and August this year. I'm not saying everything's going to be implemented between May and August—the pledges are supposed to explain how the company is going to meet the principles they signed onto last fall, to devote at least 50% of their advertising aimed directly at children 12-and-under to healthier diet choices and healthier lifestyles.

That all sounds good—really good, and best of luck to you, Elaine—but I keep thinking back to that Chuck E Cheese spot from this morning: just the mention of the name is annoying enough.

What's your take? Do you mind when your kids are exposed to advertising? Do you intentionally shield them from it? Or do you take it all in stride? Comment and let me know.