Following an order dated 31 July, the Federal Trade Commission (FTC) has issued subpoenas to 44 US food and drink companies requesting detailed information on advertising expenditure and strategies used to advertise to children and adolescents.

 

The companies have been ordered to file with the FTC a Special Report containing detailed financial and marketing information. Each corporation is required to provide detailed information pertaining to categories which include:

 

- Marketing and promotional activities targeted toward children and adolescents

- Policies on food marketing, identifying and describing all company policies, pertaining to food advertising and promotional activities targeted to children or adolescents.

- Initiatives on Healthy Eating and Lifestyle, identifying and describing all company policies, to encourage healthy eating and lifestyle choices by children and adolescents

- Information on whether any of the advertising or promotional activities have been specifically directed to children or adolescents of a specific gender, race, ethnicity or income level.

 

All companies have 90 days to submit their reports, which will be used by the FTC in compiling a full report to Congress due in late 2007.

 

Source: Advertising Education Forum

 

Through the Responsible Advertising and Children Programme, WFA is closely monitoring developments from the FTC and the implications for global advertisers engaged in responsible marketing communications. For more information and for a full list of the companies concerned please contact w.gilroy@wfanet.org