Powerful new forms of interactive television (ITV) advertising are being deployed in the US, reaching over 50 million homes by early 2010. Fast-food companies are among those marketers in the forefront of harnessing TV’s potential to deliver personalized and more engaging commercial messages. The introduction of ITV advertising in the US coincides with three upcoming federal regulatory initiatives focused on children and television that could lead to new policies protecting young people from harmful forms of food and beverage marketing. This project will provide an accessible and well-documented analysis and recommendations concerning the implications of next-generation TV advertising for children and youth, including an examination of the best means of safeguarding young viewers from harmful food and beverage marketing. The resulting white paper will help the public health community assess a range of potential regulatory and related safeguards.