CHILDREN-AND-FOOD STUDY SLAMS MARKETING INDUSTRY
Institute of Medicine Document Likened to 1964 Surgeon General Tobacco Report
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SELF-REGULATORY EFFORTS TRIGGER FOOD INDUSTRY DEBATE
CARU Raises Hackles By Tightening Children's Advertising Rules
ANA, DISNEY SUFFER SETBACK IN FIGHT AGAINST CHILDRENS' AD RESTRICTIONS
Court Shifts FCC Case From Washington to Cincinnati
WEB TAKES CENTER STAGE IN BATTLE OVER CHILDREN'S ADS
FCC and ANA Duel Over Use of Web Addresses in TV Commercials
FCC WEB RULE FOR CHILDREN'S SHOWS GOES TO TWO COURTS
Consumer Groups Want It Tougher, Broadcasters Call It Unconstitutional
CARU TARGETS PRODUCT PLACEMENT AND CARTOON ADS
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SOFT-DRINK INDUSTRY ISSUES NEW SCHOOL POLICIES
Moves to Preempt Government Bans on Soda Sales
FOOD INDUSTRY BRACES FOR TWO-DAY FTC HEARING
Trade Group and Critics Announce Preemptive Marketing Strategies
FOOD MARKETERS' SELF-REGULATION CALLED A FAILURE
Clash Between Industry and Advocacy Groups Sets Scene for FTC Conference
MARKETER OBESITY EFFORTS GET LOW CONSUMER MARKS
58% Believe Food Companies Don't Do Enough
FCC COMMISSIONER DECRIES 'COMMERCIALIZATION OF MEDIA'
Rails Against 'Fake News' and 'Relentless Marketing'
SENATOR MOCKS FOOD INDUSTRY EFFORTS TO MONITOR ADS
Criticizes Marketers for Promotions and Tie-ins
FOOD ADVERTISING PUSHED INTO HARSH SPOTLIGHT
CARU Stiffens Guidelines; Faults Burger King and Wrigley Ad Campaigns
KAISER STUDY DOCUMENTS CHILDHOOD MEDIA SATURATION
Sen. Hillary Clinton Uses Data to Criticize Marketers, Media Companies
KRAFT TO STOP ADVERTISING SOME FOODS TO CHILDREN
Marketing Strategy Shifted to Emphasize More Nutritious Products
GROUP CALLS FOR JUNK FOOD AD BAN ON CHILDRENS' SHOWS
Proposed Guidelines Target 18-Year-Olds
GROCERY MAKERS LOBBY AGAINST FOOD ADVERTISING CURBS
Want Better Promotion of Existing Self-Regulation Programs
FOOD MARKETERS DEFEND ADVERTISING PRACTICES
Obesity Statements Delivered to Absentee Congressional Panel
REPORT HITS 'COMMERCIALIZATION OF CHILDHOOD'
Calls for Restrictions on Children-Oriented Advertising
However, even with the agreement -- which still needs FCC approval -- there will be big changes on children’s programs on broadcast TV and cable, and it will also affect broadcasters’ use of animated TV characters on Web pages. The rules are to take effect March 1.
As originally adopted, the FCC’s new children’s advertising rule would have forced broadcasters to start counting program promotions in shows aimed at children under 13 against commercial limits of 12 minutes per hour on weekdays and 10.5 minutes per hour on weekends, essentially reducing available ad time. In addition, media companies would have been banned from showing Web addresses linking to pages in which program characters sold products. Finally, the rule would have limited broadcasters’ ability to pre-empt children's programming. Broadcasters are required to provide three hours of children's programming a week.
Broadcasters and advertising groups challenged the rules at the FCC and in court, arguing the commission overstepped its bounds and didn't have the right to regulate the Internet. Meanwhile, one consumer group went to court to argue the rule didn't go far enough.
Today’s agreement alters some key elements but leave in place much of the new rule. In one change, broadcasters can run program promotions in children's shows without counting them against commercial time, but only if the promotions are for other children's shows.
In another change, the ban against host characters selling products on Web sites is far less stringent. The "SpongeBob SquarePants" show, for example, couldn’t feature a link to a Web site in which SpongeBob sold merchandise. But the original rule banned SpongeBob from selling products anywhere on Viacom’s Nickelodeon Web site. Under the new accord, Viacom could use SpongeBob to sell products, but not on Web pages mentioned anywhere in the TV show.
Consumer groups today claimed victory because much of the new rule remains in effect. “We didn’t get everything we wanted, but this will bring increased children’s programming and good protection against excessive advertising. Litigation would have brought prospects of delay,” said Gloria Tristani, managing director for the United Church of Christ’s Office of Communications, which filed one of the lawsuits.
Patti Miller, VP of Children’s Now, called the agreement, "a big win for kids. Children will now have more options for educational programming and be protected from unhealthy advertising practices."
Media companies said the agreement would allow them to move forward. "We're pleased to have come to a mutually satisfactory agreement with the children's advocacy groups," Walt Disney Co.'s ABC said in a statement. "The rules, as modified, allow us to continue to provide high quality programming for children and families without undue restrictions on our ability to serve other viewers as well."