Kids Rules 'Horrendous,' Says ANA's Liodice

[SOURCE: Broadcasting&Cable, AUTHOR: ]
Calling the FCC's kids TV rule changes for the digital age "savage," "irresponsible" and "horrendous," Association of National Advertisers President Bob Liodice Monday explained his association's decision to take them to court. Liodice decried the new rules' definition of program promotion in kids shows as advertising (unless it is for an educational or informational show), and restrictions on the broadcasting of Web site addresses. He says they "threaten the continued viability of children’s programming,"and are a back-door attempt to impose "sweeping"regulation of the Internet. "[L]et’s ask the FCC to act responsibly and give up this irresponsible approach to regulating children’s advertising," he wrote. "The downstream implications of such horrendous rulemaking are very serious and will undermine the terrific balance that currently exists among advertisers, programmers and kids."
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