Catherine Holahan of Business Week points out that consumer and children's advocacy groups are looking to expand their efforts to regulate fatty and sugary food advertising in the name of "protecting the children":

Having successfully lobbied the government to place limits on junk food ads on TV, they now target marketing to kids via the Web. "While there are some rules for TV, there are no rules when you move online," says Patti Miller, vice-president of children's advocacy group Children Now and a member of the Federal Communications Commission's Task Force on Media & Childhood Obesity. "We don't want to reduce junk food advertising to kids [on TV] and then find that it has just moved to another platform."

And so another classic case study in regulatory creep is born and the Net gets a little more regulated in the process as Uncle Sam becomes our Super Nanny. What's that you say? Parents should take more responsibility for what their kids watch and eat? Silly you. Don't you know that it takes a village to raise a village idiot? Or something like that.