GROUP WANTS RESTRICTIONS ON WEB SITES FOR KIDS
By Adnews Staff
The U.S. Federal Trade Commission said last week that it will consider the restrictions on World Wide Web marketing aimed at children. This was the commision's reponse after hearing presentations from concerned groups. The Centre for Media Education in the U.S. is calling for broad restrictions. The group wants a ban on hypertext links jumping from children's content areas to advertising sites. It also wants marketers and media companies to be prohibited from obtaining personal information, including the age and e-mail address, of children. The Centre also says advertising and promotion should be clearly labeled to separate it from other content, and product mascots should be banned as spokespersons. The group also wants "microtargeting" and direct response marketing to be taboo on all children's Web sites. The Electronic Privacy Information Centre and the National PTA are also calling for restrictions. On Tuesday General Mills announced it is postponing indefinitely the launch of its "You Rule School" Web site which was to to be unveiled today. The cereal maker said that Saatchi & Saatchi Interactive needs more time because of technological delays. The site was to be based on the Trix rabbit and Lucky Charms cereal.