Just as state legislatures are restricting schools from recommending emotional and behavioral medications for problem children, drug companies are aiming huge marketing campaigns directly at parents. Many families rely on drugs such as Ritalin to control their children. In 2000, pharmacists dispensed nearly 20 million prescriptions for behavior-modifying drugs.

Drug companies launched an intensive publicity campaign during the summer of 2001. The marketing strategy included placing ads in family-oriented magazines such as Ladies' Home Journal. Drugs like Ritalin, Metadate CD, and Adderall are classified as Schedule II drugs, which are addictive yet still legal.

Both Minnesota and Connecticut recently passed laws prohibiting schools from discussing drug treatment with parents. Legislation is also pending in New Jersey, New York, Arizona, Wisconsin and Utah.