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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Figure 21-3 A sampling of
the TV networks’ guidelines
for children’s advertising
VII. Special Topics and
Perspectives
21. Regulation of
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
Each of the major TV networks has its own set of guidelines for children’s advertising,
although the basics are very similar. A few rules, such as the requirement of a static
“island” shot at the end, are written in stone; others, however, can sometimes be negotiated.
Many of the rules below apply specifically to toys. The networks also have special
guidelines for kids’ food commercials and for kids’ commercials that offer premiums.
Must not overglamorize product
No exhortative language, such as “Ask Mom to buy . . .”
No realistic war settings
Generally no celebrity endorsements
Can’t use “only” or “just” in regard to price
Show only two toys per child or maximum of six per commercial
Five-second “island” showing product against plain background
at end of spot
Animation restricted to one-third of a commercial
Generally no comparative or superiority claims
No costumes or props not available with the toy
No child or toy can appear in animated segments
Three-second establishing shot of toy in relation to child
No shots under one second in length
Must show distance a toy can travel before stopping on its own
prime-time versus late-night spots or for children’s versus adults’ programs (see Figure
21-3). Although most of these guidelines remain in effect, ABC and NBC loosened
their rules on celebrity endorsements. 23
The four major networks receive nearly 50,000 commercials a year for review;
nearly two-thirds are accepted, and only 3 percent are rejected. Most problems with
the remaining 30 percent are resolved through negotiation, and the ads are revised and
resubmitted. 24 Most commercials run after changes are made. For example, censors
initially rejected a humorous “Got milk?” spot that showed children watching an
elderly neighbor push a wheelbarrow. Suddenly, the man’s arms rip off, presumably
because he doesn’t drink milk. The spot was eventually approved after it was modified
so that the man appears unhurt after losing his limbs and there was no expression of
pain (Exhibit 21-5). 25
Network standards regarding acceptable advertising change constantly. The networks
first allowed lingerie advertisers to use live models rather than mannequins in
1987. Advertising for contraceptives is now appearing on some stations. The networks
also loosened long-standing restrictions on endorsements and competitive advertising
claims. 26 Network standards will continue to change as society’s values and attitudes
Exhibit 21-5 This humorous “Got milk?” commercial had to be modified slightly to satisfy network censors