Business Notes REGULATION

When they tune in to the likes of G.I. Joe, Smurfs and Thundercats, young television viewers are pelted with pitches for everything from plastic aircraft carriers to presweetened cereals. To control the clutter, Congress overwhelmingly approved a bill restricting commercials to 12 min. per hr. on weekday kids' shows and to 10 1/2 min. on weekends. The measure, aimed at reimposing limits dropped by the Federal Communications Commission in 1984, also required broadcasters to air educational programs for children.

Last week the legislation ran afoul of President Reagan. Stating that the bill "cannot be reconciled" with constitutional guarantees of freedom of speech, Reagan refused to sign it. His pocket veto infuriated lobbyists like Peggy Charren, president of Action for Children's Television, who called Reagan's refusal a form of "ideological child abuse." Democrat Edward Markey of Massachusetts, a co-sponsor of the House bill, said 20% of U.S. television stations exceed the proposed limits on commercials. He plans to reintroduce the measure next year and hopes for a more favorable response from the new Administration.