Lawyers Ready For New Attacks On Kids' Ads
Ad Age, Thursday, January 18, 2007 11:15 AM
This year could bring a lot of work to attorneys that play in the children's advertising area, as childhood obesity and other issues come into even sharper relief. "2007 will be a year of focus on kids' advertising," says John Feldman, a partner at law firm Reed Smith.
At the Association of National Advertisers' Advertising Law & Business Affairs Conference, he announced the launch of KidAdLaw.com, a Web site about regulatory activities on marketing to youngsters. The main scrutiny right now is on food marketers, but various other categories could soon feel the same heat.
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At the Association of National Advertisers' Advertising Law & Business Affairs Conference, he announced the launch of KidAdLaw.com, a Web site about regulatory activities on marketing to youngsters. The main scrutiny right now is on food marketers, but various other categories could soon feel the same heat.
"Politically, what gets traction better than kids?" he asks. At issue are what Feldman calls the "rules of the sandbox" in the face of revised guidelines for the Children's Advertising Review Unit and the new Children's Food & Beverage Advertising Initiative led by top marketers in the kids' packaged-goods space.
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