Last updated: February 20, 2008 - 11:40pm
[SOURCE: AdAge, AUTHOR: Ira Teinowitz]
The Association of National Advertisers is calling the Federal Communication Commissionâ€™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 Viacomâ€™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 â€œis contrary to official U.S. government policy with respect to the Internet.â€ Marketers and media companies are concerned not only with the effects the rule could have on ad pricing and availability, but also on marketersâ€™ 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.
- Kellogg Move Bodes Ill for Ads to Kids
- When Is Entertainment Too Political?
- Congress, FCC to Examine TV Ads and Kids Obesity
- State Attorneys General Demand Stricter Limits on Alcohol Ads
- FCC Rejects Call for Chicago Stations' License Denial
- Advertisers Sit Out Cable A La Carte Distribution Battle
- British Junk-Food Ad Ban Rocks TV Business
- Iowa, N.H., S.C. Markets Win Big in Primary Race
- Consumer Groups Lobby to Remove Ads from Schools
- FCC OK's Kids TV Compromise
- Where Are TV Complaints From Kids?
- FCC Delays Kids Rule Kick-In
- TV Stations Prepare for $1 Billion Presidential Ad Onslaught
- Midterm Elections Ad Spending May Break Records
- Martin Proposes Inquiry Into Product Placement Policies