January 25, 2007

TV / ADVERTISING: Kids' TV faces new Net restrictions

Kids' TV faces new Net restrictions

Feds want to keep commercial Web site references out of children's programming, but some say the rules don't go far enough.
By Anne Broache - Staff Writer, CNET News.com - Published: January 24, 2007, 9:51 AM PST
CNN can promote its advertisement-laced online presence however it likes during broadcasts, but new federal rules mean TV channels like Nickelodeon that cater to children no longer enjoy the same freedom.

The Federal Communications Commission decreed that during shows geared toward children age 12 and under, cable and broadcast operators may not display addresses for Web sites that contain any links to commercial content. The rules took effect on January 2.

Never mind that recent visits to NickJr.com and Noggin.com, online properties of kid networks, turned up more advertisements for Tylenol cold medicine and Nissan minivans than for anything youth-targeted. And some child advocacy groups would argue that many kids' television shows amount to program-length commercials for the toys and edible goodies endorsed by their stars.

Chris Schuepp
Young People's Media Network - Coordinator
Youth Media Consulting GbR
c/o ECMC (European Centre for Media Competence)
Bergstr. 8 / 11th floor
D-45770 Marl - Germany
Tel./Fax: +49 2365 502480
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Email: cschuepp@unicef.org
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