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are the most high profile, most expensive spots to run. the nfl will use one of those spots to run an ad that talks about what the league is doing to promote safety. this past week on "60 minutes" roger goodel said players need to share responsibility and also to be honest about their injuries. >> some of it's a warrior mentality. some of it's wanting to be out there to contribute, but that's part of our education is to make sure that the players understand the seriousness of the issue and that they have to report these injuries. >> so the question a lot of people ask, just how hard ...

repeated blows to the head, the kind that you get on a football field can have lasting reprecussions. especially for young people. some states are writing new laws. in fact, one just took effect this month here in california. any player on a high school or middle school team who gets a concussion must be cleared by a trainer or doctor before going back on the field. even then, though, the risk is hard to gauge. you can't really see damage to the brain unless you actually look inside. of course, by then it's too late. >> reporter: football is a violent game, full of big hits. what are...

at for more than a year now. growing evidence repeated blows to the head, the kind you get on the football field can have lasting rep recushions. a law take effect in california. a player who gets a concussion must be cleared by a trainer or doctor before going back on the field. the risk is hard to gauge. you can't see damage to the brain unless you actually look inside. of course by then, it's too late. football is a violent game, full of big hits. what are all those collisions doing to the brain inside the helmets? i met with kevin, he's a researcher from the university of north c...