• Adweek, Friday, August 10, 2007 12 PM

The Federal Trade Commission has issued subpoenas to 44 food and beverage companies seeking detailed information on spending and strategies targeting kids and teenagers across virtually all measured media, including TV, radio and the Internet. Specifics on targeting by age, gender, ethnicity and other factors are required.

Burger King, Campbell Soup, Coca-Cola, Dole, Kellogg, Procter & Gamble, PepsiCo, Wendy's, McDonald's, Kraft and Mars, among others, were called to disclose how much they spend to reach young people. The companies must comply by Nov. 1 for a report the FTC is preparing for Congress.

The subpoenas were widely anticipated. Some big players have already taken steps they say will foster more responsible marketing to kids. Eleven marketers last month adopted new limits on ads to kids under 12, and several said they would use licensed characters to promote only healthy products.

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