The advocates, citing research that links excessive use of social media and video games with depression and academic troubles, say it's unethical for psychologists to be involved in tactics that risk harming kids' well-being. Skeptics say the research is inconclusive, and they note that psychologists have been involved in other industries' marketing and advertising for decades.

The group seeking intervention includes 60 U.S. psychologists, researchers, children's advocates and the Children's Screen Time Action Network, a project of the Boston-based Campaign for a Commercial-Free Childhood. The network was publishing a letter Wednesday to the American Psychological Association, coinciding with the association's annual meeting in San Francisco.

"There are powerful psychology principles and technology that are being used against kids in ways that are not in their best interests," said Josh Golin, executive director of the Campaign for a Commercial-Free Childhood.