Broadcasters, marketers and media companies say they have reached an agreement that could blunt some of the looming Federal Communications Commission curbs on children's advertising. The changes, which require FCC approval, include not counting in-show promotions for children's programming against the total allotted advertising time per half-hour and relaxing restrictions on using popular children's characters in product advertisements on media Web sites, as long as the specific commercial URLs are not promoted on the air.

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