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ANA Joins Reply Comments on Zevo-3 Petition

Yesterday, ANA and a group of industry associations including the 4A’s, AAF and MPAA, filed reply comments with the FCC calling on the Commission to reject a petition from the Campaign for a Commercial Free Childhood (CCFC) seeking a declaratory judgment that the Zevo-3 program created by Skechers Entertainment is a “program length commercial” that violates the advertising limits of the Children’s Television Act. 

Our comments contend that that the Zevo-3 program complies with the Children’s Television Act and existing FCC rules and policies, such as those regulating program length commercials and on “host-selling” by a program’s talent or characters.  We also argue that many of the comments the FCC received in support of CCFC’s petition either ignore existing FCC policy or distort the FCC’s prior holdings.  The filing also goes into more depth on the constitutional issues involved. 

If you have any questions, you can reach Dan Jaffe in ANA's Washington office at 202-296-2359 or at djaffe@ana.net.

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ANA's Washington, DC office plays a leading role in protecting the ability of all marketers to communicate effectively with consumers. At the end of each year, we prepare a Compendium which describes our efforts on the broad range of issues we have faced. 

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The ANA Alliance for Family Entertainment (AFE) is a coalition of national advertisers, supported by the ANA, which represents almost 40% of all U.S. television advertising dollars..

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ANA and the American Association of Advertising Agencies (4A’s) conduct broadcast talent negotiations with the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA) through the Joint Policy Committee, or JPC.

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