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Legal briefing: advertising to children in the USA

Young Consumers

ISSN: 1747-3616

Article publication date: 31 December 2002

417

Abstract

Discusses how the regulation of advertising to children in the USA is moving from a self‐regulated system to one subject to increased scrutiny and control; the main cause of this change is the internet, and the aim is to limit the exploitation of children online. Outlines the work of the Children’s Advertising Review Unit (CARU), which has set down self‐regulatory principles, and evaluates material for its compliance with these. Describes the self‐regulation system for specific media: individual TV networks have their own standards, and movies follow the Motion Picture Association of America rating system, while three alcohol trade associations have self‐regulatory codes. Concludes with the federal legislation restrictions covering television, the Internet, tobacco, and 900‐numbers.

Keywords

Citation

Koester, J.V. (2002), "Legal briefing: advertising to children in the USA", Young Consumers, Vol. 4 No. 1, pp. 65-71. https://doi.org/10.1108/17473610310813735

Publisher

:

MCB UP Ltd

Copyright © 2002, MCB UP Limited

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