Food advertising and its effects on children are discussed in this document petitioning the Federal Trade Commission (FTC) to amend a proposed rule on food promotion for the benefit of children under twelve. Extensive information is presented on television food commercials and their influence on children's nutritional beliefs and eating habits. The FTC's responsibility to protect children in commercial situations is emphasized, with suggestions given as to how the proposed amendments could be implemented within the framework of prevailing practices. It is claimed that the repeated advertising of food to children without factual nutritional information, particularly on the calorie-nutrient relationship, constitutes an unfair and deceptive act. It is proposed that, with proper research, the food industry could find the means, perhaps in graphic form, of revealing nutritional worth while promoting food products. A behavioral study on a sample graphic showed that children at various age levels were able to learn to comprehend the complex relationship of calories and nutrients and to use both these dimensions in evaluating foods. Included in the document are specific technical recommendations to the FTC for carrying out goals and views expressed. Appendices present extensive data on food advertising and children's television viewing patterns, as well as a brief description of children's cognitive development and the influence of television on it. Samples of current advertising and experimental graphics are included. (BF)