The FCC is also studying several issues relating to children. In June 2008, the FCC issued a Notice of Inquiry and a Notice of Proposed Rulemaking relating to product placement (which the agency refers to as "embedded advertising"). The Notice of Proposed Rulemaking requested comments on whether the existing rules governing children's programming "adequately vindicate the policy goals underlying the Children's Television Act" and, if not, what additional steps should the FCC take to regulate embedded advertising in programming directed to children. Existing rules, "designed to protect children from confusion that may result from the intermixture of program and commercial material in children's television programming," limit the amount of commercial material in each hour of children's programming and require broadcasters to use separations or "bumpers" between children's programming and commercials. The agency acknowledged that "embedded advertising in children's programming would run afoul of our separation policy because there would be no bumper between programming content and advertising" and asks whether that prohibition should be made explicit in its rules. So far, the agency has not issued a proposed rule as part of this proceeding.
More recently, in October 2009, the FCC issued a Notice of Inquiry called "Empowering Parents and Protecting Children in an Evolving Media Landscape." The agency is seeking information on the extent to which children are using electronic media today, the benefits and risks these technologies bring for children, and the ways in which parents and teachers use content blocking and filtering technology. The Notice urges commenters to consider the full range of electronic media platforms, including broadcast television and radio, multichannel video programming distributors, audio devices, video games, wireless devices, nonnetworked devices, and the internet.