TV ads and the FCC

I was checking out feministing.com's website today, and was struck to see that Carl's Jr., the fast food chain, has put out another provocative ad displaying a woman gyrating on an electric bull while seductively eating a hamburger. I thought that the outrage at the Paris Hilton ad, which came out in 2005, would have either forced the company to revise its campaign strategy, or would have prompted the FCC to request that it be pulled off the air. "Edgy" and "tasteless" is how this article by FoxNews.com described the Hilton ad back in 2006. Unfortunately, it seems that commercials continue to escape regulation. The Parents Television Council has been fighting to keep ads such as Carl's Jr.'s off of primetime television; "This is the ultimate example of corporate irresponsibility," the Council is quoted as saying. According to the FCC, "indecent" or "profane" programming is illegal between the hours of 6 am and 10 pm, when there is a reasonable chance that children are watching. This leaves me to wonder: where does one draw the line? What is considered "profane" and "indecent," and who decides? Carl's Jr. seems to have its own opinion on what it broadcasts, stating that, "[the ad] was designed to be racy, but we don't consider it pornographic. Let's not be too serious about our hamburgers, shall we?" To which I must respond, it's not the hamburgers I'm worried about.