Interactive Advertising to Children
Inadequate Regulation Exists Today
Interactive technologies and connected devices can enhance how children learn and grow. With a click, children now have access to limitless information and rich, online experiences. This powerful interactivity also opens the door for more intrusive forms of advertising to children and new privacy concerns. Significant questions remain unanswered about how children are targeted by marketers when they are connected and the effects of these new practices. As a result, policymaking to ensure children are adequately protected is lagging well behind the fast pace of new technology development.
Addressing the Gaps in Knowledge & Policy
Children Now is developing and distributing the knowledge base needed to create effective policies covering children’s best interests in the digital age. By bringing together federal lawmakers, industry leaders and other experts in the field to discuss the open issues, the organization is creating awareness of the need for action among those who can make a difference. For example, Children Now’s national conference, “The Future of Children’s Media: Advertising,” shed light on many new advertising and marketing methods used to reach children today, what’s on the horizon, and potential steps to better ensure children’s well-being in the rapidly evolving media environment.
Read The Future of Children’s Media: Advertising
Read Children Now’s policy brief, Interactive Advertising and Children: Issues and Implications
Children Now Victory
Limits Advertising to Children
On September 9, 2004, by a unanimous vote, the Federal Communications Commission established new rules protecting children from certain forms of advertising—including regulations on the use of licensed characters. Additionally, the ruling provides children with more educational television programming. The approved rules are federal regulations that must be adhered to by all digital TV broadcasters. This decision, which resulted from a six-year advocacy effort led by Children Now and the Children’s Media Policy Coalition, is one of the most critical victories for children in federal media policymaking.
Read Digital Television: Sharpening the Focus on Children, which summarizes Children Now’s work leading to the FCC ruling
Expediting the FTC’s Review of Children’s Privacy Rules
Children Now asked the Federal Trade Commission to revisit and clarify its children’s privacy rules, given the many new methods in the advertising environment and is pleased that the FTC has announced it will expedite its regulatory review of the Children’s Online Privacy Protection Rule (COPPA) to determine whether the rule needs to be modified. Originally set for 2015, the review will now begin in 2010.
In 2009, the FTC released the report, Beyond Voice: Mapping the Mobile Marketplace, which finds that “increasing use of smartphones to access the mobile Web presents unique privacy challenges, especially regarding children.”
Read Beyond Voice: Mapping the Mobile Marketplace
Giving Children A Voice
In June 2008, Children Now joined public health, media and child advocacy groups to urge FCC action on product placement and integration targeting children.
Read Children Now’s joint letter to the FCC
In July 2005, Children Now testified before the Federal Trade Commission and the Department of Health and Human Services at a workshop on marketing, self-regulation and childhood obesity.
Read Children Now’s testimony before the FTC
In Spring 2005, Children Now submitted comments to the Federal Communications Commission about interactive advertising and its potential impact on children.
Read Children Now’s comments to the FCC
In Winter 2005, Children Now submitted comments to the Federal Trade Commission on protecting children’s privacy in an interactive media environment.