Web Takes Center Stage in Battle over Children's Ads

[SOURCE: AdAge, AUTHOR: Ira Teinowitz]
The Association of National Advertisers is calling the Federal Communication Commission’s attempt to curb advertising and promotions for children's TV shows "intrusive" and an illegal attempt to reach out to the Web, a medium the FCC doesn't control. The ANA's court filing this week in the U.S. Court of Appeals for the District of Columbia Circuit supports Viacom’s request to stay an FCC rule before it can take effect in Jan. 1. The ANA contends the rule -- which, among other things, prohibits displaying Web addresses in children's programming for Web pages that feature cartoon characters selling products -- conflicts with the traditional definition of advertising and “is contrary to official U.S. government policy with respect to the Internet.” Marketers and media companies are concerned not only with the effects the rule could have on ad pricing and availability, but also on marketers’ ability to extend promotional programs into various media. The rule makes three main changes in marketing on shows aimed at those younger than 13: 1) it rewrites the definition of what counts as an ad; 2) it limits the number of times broadcast networks can preempt required children's shows, a move some networks claim would make it more difficult to broadcast live sports programming on the West coast; and 3) it imposes new rules on how media companies can promote Web sites on programming by banning links to Web pages featuring TV show characters selling products. Broadcasters and ad groups are trying to overturn the rule.
http://adage.com/news.cms?newsId=46611