Advertisers are urging the Federal Communications Commission to reconsider rules that would cut down the number of commercial minutes allowed on TV broadcasts aimed at children.

WASHINGTON, D.C. (The Hollywood Reporter) -- Advertisers are urging the Federal Communications Commission to reconsider rules that would cut down the number of commercial minutes allowed on TV broadcasts aimed at children.

In September, the Commission adopted rules counting in-house promotions against limits on the amount of advertising on children's programming. The decision effectively reduces the 10.5 minutes per hour on weekends and 12 minutes per hour weekdays that advertisers can use to hawk their products to kids.

The rules also restrict the display of commercial Web site addresses during children's TV programming.