Ad Groups Want FCC to Rethink Kids TV Rule

Feb 2, 2005  •  Post A Comment

A coalition of advertising industry associations announced Wednesday that it has petitioned the Federal Communications Commission to reconsider a new children’s TV regulation that the association said would require broadcasters to count promotions for shows toward the commercial time limits for children’s TV programming.

Under FCC rules, the amount of advertising during children’s TV programming is supposed to be limited to 10.5 minutes per hour on weekends and 12 minutes per hour on weekdays. Counting promos toward those caps will reduce the inventory of time for other advertising, the ad associations said.

“The new FCC rules would impose a dramatic new squeeze on the amount of advertising time available,” said Dan Jaffee, executive VP for the Association of National Advertisers.

The ad associations — ANA, the American Association of Advertising Agencies and the American Advertising Federation — also said new FCC limits on the display of Web addresses during children’s TV programming raise “serious First Amendment and public policy concerns.”