Chuck E. Cheese Agrees to Self-Regulate Kids’ Marketing

CHUCK E. CHEESE AGREES TO SELF-REGULATE KIDS' MARKETING
[SOURCE: Broadcasting&Cable, AUTHOR: John Eggerton]
In letter to House Telecommunications & Internet Subcommittee Chairman Ed Markey (D-MA), Richard Frank, chairman of CEC Entertainment, owner of Chuck E. Cheese restaurants, agreed to take steps to limit marketing to kids, the latest in a series of companies to take such steps. In his letter, Frank said the company would not engage in product placement; would reduce the use of third-party licensed characters in ads; and would limit the showing of food products (pizza is a staple of the chain) to under 10% of total airtime and not promote food in the audio portion of the ads (the restaurants are geared to birthday parties and feature a variety of games both video and nonvideo). The company also pledged to promote "physical activity and healthy socialization."
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* Chairman Markey Releases Letters from Food Companies
http://markey.house.gov/index.php?option=com_content&task=view&id=3144&I...