The FTC's recent report on Hollywood's violation of its own voluntary rating codes had politicians of both parties expressing indignation about how the entertainment industry targets children with violent and indecent material. Both Gore and Bush promised to increase pressure on industry executives; Gore even threatened regulation if the industry failed to "clean up its act." But few critics have focused on the deeper problem--that media executives routinely exploit children for profit by marketing kids' products the industry officially rates as unsuitable for them.