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Adelstein Calls For Action To Ban
Kid-Targeting Interactive Ads
John
Eggerton
Broadcasting & Cable
October 17, 2008
FCC commissioner wants FCC to act on 2004 proposal
"before interactive advertising becomes an established
business model."
FCC Commissioner Jonathan Adelstein has called on the
FCC to act on a 2004 proposal by the commission that
would ban interactive advertising targeted at kids.
That came at a childhood obesity forum at Vanderbilt
University in Nashville this week, where the FCC held
its monthly meeting at the same time, though it voted on
no items.
"With the growing convergence of TV and the Internet, we
need to set the rules before interactive advertising
becomes an established business model," said Adelstein
in prepared comments.
“Interactive advertising has rapidly become one of the
most reliable forms of marketing, providing consumers
with messages about products and services they care
about," Adonis Hoffman, senior VP and counsel to the
American Association of Advertising Agencies told B&C
Friday. "These technologies allow marketers to deliver
ads to consumers based on their proven preferences as
opposed to ads that have no relevance. I would not think
that our policymakers would want to stifle this kind of
service and innovation.”
Adelstein also called on the commission to develop a
nationwide education campaign about media literacy,
healthy food choices and parental controls, and to do it
in concert with the broadcast and cable industries.
He said if the FCC needed more money to do so, it should
ask Congress. The commission just got $20 million from
Congress for its DTV education campaign, but that was
before the government starting handing out hundreds of
billions to try and save the economy.
Finally, Adelstein said the commission should provide
clearer guidelines on what qualifies as educational kids
TV content. The FCC currently requires stations to
essentially self-certify that they are carrying at least
three hours of educational children's programming, which
has led to some questionable claims of educational
content, perhaps most famously the boomer prime time
cartoon classic, The Flintstones. |
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