FCC revises rules on digital advertising

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US media regulator the Federal Communications Commission (FCC) has revised rules limiting the amount of advertising within digital programming aimed at children.

The rules, first introduced two years ago, are based on the 1990 Children's Television Act which requires broadcasters to provide three hours of "core educational programming" for children every week. Within those three hours broadcasters can only insert up to 12 minutes per hour of advertising on weekdays and 10.5 minutes per hour at weekends.

Under the new rules, accepted unanimously by the commission, television programming must not display web links unless sites offer "a substantial amount of bona fide programme-related or other non-commercial content" and is "not primarily intended for commercial purposes".

FCC chairman Kevin Martin said: "It is important that television plays a positive role in children's lives. Both Congress and the Commission have recognised television's potential to do so and taken steps to ensure that television helps to educate and inform children. Broadcasters must be mindful of the unique needs and vulnerabilities of children."

Lovelace Consulting  |  06.10.2006

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