How filtering TV ads can protect your children from underage drinking

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How filtering TV ads can protect your children from underage drinking

Football season is well underway, and along with the excitement of the game comes the only time which people seem to actively welcome commercials into their homes. These advertisements—for the most part—are meant for the whole family, but some advertisers take this primetime opportunity to experiment with risque ads you might not want your younger football fans to see. Luckily, one company in Utah offers a solution for parents to weed out inappropriate content for their children.

Filtrie, a Salt Lake City-based software company, has developed a way for parents to filter out ads on television that they deem inappropriate for their children. This new technology gives individuals unprecedented control to cater the ads viewed in their homes to personal interests, beliefs, and lifestyles.

Filtrie’s revolutionary approach surveys how each individual’s household views ads. Instead of relying on out-of-date, door-to-door questioning to gather commercial data, Filtrie uses real-time algorithms to understand the target audience at any given time. In other words, the software knows if it’s just mom and dad watching their favorite late-night sitcom or if a child is present in the room—the ads will change accordingly.

Children are easily influenced by what they see on TV, and it’s not only alcohol ads that parents should be concerned about. A child’s exposure to junk food ads can mold unhealthy eating habits, and seeing an ad for lingerie might bring about questions meant for later years. Filtrie will empower parents to make these judgment calls with the click of a button. Best of all, Filtrie is a free, opt-in service that will be coming available in the next few months. For more information, visit

4 comments for “How filtering TV ads can protect your children from underage drinking

  1. Linda Szymoniak
    November 4, 2016 at 8:27 pm

    I’m glad my girls are older. The number of ads for things like alcoholic beverages has increased so much over the years. Social media has made things even worse, since all the companies with ads on television are also bombarding the internet with the same mind-numbing ads. I love that there is a way to help protect kids from this onslaught of ads like this.

  2. Tamra Phelps
    November 11, 2016 at 4:12 pm

    I can definitely see why parents want to filter ads for drinking or those new ads for sexual lubricants—who needs to explain that to a 4 year old?? I doubt I would filter ads for things like fast food or junk food. Those are things I would just think they might as well be exposed to & learn to use responsibly.

  3. Lynn Kolakowski
    December 3, 2016 at 10:51 am

    This is SO important right across the board. Whatever you do, NEVER PREACH!!!! The underage kids/young people will not listen anyway!!! And you WILL push them towards the alcohol. I just tell them it is PUNISHABLE BY THE LAW!! That has always worked!!!No young person wants to start out life with a “record” that is not on the “Top 40” chart!!!

  4. Terry Poage
    December 5, 2016 at 5:33 pm

    I never thought about filtering out tv ads before. Thanks for sharing.

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