The Federal Trade Commission has come down hard on music marketers for continuing to target kids with violent and sexually explicit fare. At the same time, Senators Joseph Lieberman (D-CT) and Herb Kohl (D-WI) proposed the Media Marketing Accountability Act to give the FTC more control over entertainment marketing.
The act, introduced April 26, would give the FTC authority to pursue entertainment marketers for false and deceptive advertising if they market adult-rated fare to children.
In an April follow-up to its September 2000 report on entertainment marketing (November promo), the FTC said film and videogame marketers have improved their marketing practices, but music companies haven’t.
“Because government intrusion in decisions about content raises important First Amendment concerns, self-regulation continues to be the preferred solution,” says FTC chairman Robert Pitofsky in a statement. “Unfortunately, the music industry response so far has been disappointing.”
FTC spot checks found the top five recording companies advertising via TV shows and magazines with substantial under-17 audiences, with few ads carrying information about explicit-content labels. FTC praised music marketers for putting lyrics on 40 percent of artist/recording company Web sites, but found that none of the sites had links to labeling information.
Meanwhile, spot checks found virtually no ads for R-rated movies in popular teen magazines, no trailers for R movies during G and PG films, and explanations of ratings in print and TV ads. FTC still wants filmmakers to cut ads for R movies from teen-friendly TV shows.
FTC also found no ads for M-rated videogames on teen-friendly shows, and found ads elsewhere to carry info on game ratings. But print ads still target kids under 17, and rating details are too small, FTC says.
Another follow-up is expected in the fall.
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