FCC NOI Asks for Input on Advertising to Children

The FCC has released a Notice of Inquiry (NOI) entitled "Empowering Parents and Protecting Children in an Evolving Media Landscape." This NOI was expected ever since the FCC sent its report to Congress as required under the Child Safe Viewing Act of 2007, which indicated its disappointment in the research it received into how children are being protected from "objectionable" content.  In this NOI, the FCC has asked for comment on a sweeping range of issues.  The issues under discussion include:

  • The harms that may arise from advertising directed to children - including obesity, alcohol use, violence, and other risky behavior
  • What child psychologists, educators and academics know about the effects of advertising to children
  • The impact advertising in the digital media has on children - including interactive advertising, advergames, and embedded advertising
  • What actions government should take to limit exposure of children to ads
  • Whether voluntary efforts such as the Food and Beverage Advertising Initiative have proven effective
  • Whether current parental control tools are effective and easily understood

Some of the FCC's questions go so far as to presume the answers, such as the prevalence of "exploitative advertising" directed towards children.  ANA plans on filing comments with the FCC and is looking for input and data on these questions from our members.  Comments and questions should be sent to Dan Jaffe in ANA's Washington office at djaffe@ana.net