FTC Demands Food Cos. Turn Over Policies on Kids' Ads

Prepares for Probe Into Marketing Practices Aimed at Children

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WASHINGTON (AdAge.com) -- Seeking to dig deeper into marketing practices aimed at children, the Federal Trade Commission is preparing to
The FTC is focusing on marketing practices aimed at children.
The FTC is focusing on marketing practices aimed at children.
slap a broad range of food, fast-food and beverage marketers with compulsory requests for information.

Formal notice of the orders is expected this week, and presuming a green light from the Office of Management and Budget, individual company requests will likely hit this summer.

"We hope to get a more complete picture of marketing techniques for which publicly available data have so far been lacking," said FTC Chairman Deborah Platt Majoras in a speech to the Food and Drug Law Institute on April 12. "This effort is exploring not only traditional TV, print and radio advertising, but will provide an analysis of all of the many other ways that the industry reaches children -- through in-store promotions, events, packaging, the internet and product placement in video games, movies and television programs."
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