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FTC Subpoenas Food Advertisers

Seeks Details on Marketing Strategy and Media Use in Targeting Kids

By Published on .

WASHINGTON (AdAge.com) –- The Federal Trade Commission today issued its expected blitz of subpoenas to food, beverage and fast-food advertisers seeking information on how they market to children.
McDonald's, P&G and Coca-Cola are among those subpeonaed by the FTC.
McDonald's, P&G and Coca-Cola are among those subpeonaed by the FTC.

The FTC in a notice on its website said the subpoena requests went to 44 major marketers, among them McDonald's Corp., Procter & Gamble Co. and Coca-Cola Co.

Detailed information
The companies are being asked to provide detailed information on how they market each of their products to children under age 12 and between the ages 12-17. The subpoenas seek wide-ranging information on those companies' use of media, including TV, radio, internet, cinema and in-store marketing, as well as viral marketing, product placement and licensed characters.

The information, to be used in a congressional report, is to be submitted to the FTC by Nov. 1.

The FTC earlier announced plans for the subpoenas and provided time for food industry critics and food and fast-food marketers to offer suggestions and comments on what information it should gather.
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