Regulatory Kid Watch

Ensuring privacy and safety when manufacturing and marketing products that appeal to children

Tuesday, April 01, 2008

About

Although parents may be at home, they do not necessarily know where their children ‘are’. Traditional television, reality game shows, video games, social networking, virtual life sites, online games and gaming – and the speed at which multiple new crazes speed around the peer group – have combined to make it incredibly difficult for even the most diligent parent to police their child’s mental or virtual whereabouts. As children become more adept at circumventing both technology and regulatory restrictions, it is clear that the advertisers, manufacturers, and marketers must take even more serious measures to protect their well-being. And it doesn’t end there. Companies whose products specifically target children are not the only ones involved – any company’s practices can reach children inadvertently, which would render them subject to regulatory scrutiny, fines, and potential litigation.

This is an interesting, exciting time for practitioners in the many areas where corporate practices either peripherally or directly target children. It’s time to learn what the risks are, to children and to brands. It’s time to figure out what your company’s position is going to be. It’s time to determine the best way to achieve your corporate goals while protecting tomorrow’s consumer.

Contents & Contributors

About

Although parents may be at home, they do not necessarily know where their children ‘are’. Traditional television, reality game shows, video games, social networking, virtual life sites, online games and gaming – and the speed at which multiple new crazes speed around the peer group – have combined to make it incredibly difficult for even the most diligent parent to police their child’s mental or virtual whereabouts. As children become more adept at circumventing both technology and regulatory restrictions, it is clear that the advertisers, manufacturers, and marketers must take even more serious measures to protect their well-being. And it doesn’t end there. Companies whose products specifically target children are not the only ones involved – any company’s practices can reach children inadvertently, which would render them subject to regulatory scrutiny, fines, and potential litigation.

This is an interesting, exciting time for practitioners in the many areas where corporate practices either peripherally or directly target children. It’s time to learn what the risks are, to children and to brands. It’s time to figure out what your company’s position is going to be. It’s time to determine the best way to achieve your corporate goals while protecting tomorrow’s consumer.

Contents & Contributors

IMPLEMENTING SAFE AND EFFECTIVE METHODS OF BUZZ MARKETING
Barry Benjamin, Day Pitney LLP (New York, NY)

NAVIGATING THROUGH THE NETWORK CLEARANCE PROCESS AND GETTING IT RIGHT THE FIRST TIME
Chrysse Spathas, ABC, Inc. (New York, NY)

PROTECTING CHILDREN’S PRIVACY ONLINE
Marlene Gordon, Kelley Drye & Warren LLP (Washington, DC)

IMPLEMENTING & MONITORING AN EFFECTIVE PRIVACY COMPLIANCE PROGRAM
Dona Fraser, Entertainment Software Rating Board (ESRB) (New York, NY)

COPPA COMPLIANCE FOR GENERAL AUDIENCE WEBSITES
Stephen Kline, Xanga.com (New York, NY)

ISSUES TO CONSIDER IN CHILD-DIRECTED SWEEPSTAKES, CONTESTS & PROMOTIONS
Thomas Federico, Turner Entertainment Group, Inc.
Cartoon Network & Adult Swim Marketing & Promotions (Atlanta, GA)
Gabriel Karp, ePrize (Pleasant Ridge, MI)

HOW MANY CALORIES ARE IN A TELEVISION COMMERCIAL? KEEPING UP WITH LEGAL AND REGULATORY CRACKDOWNS AS THE CHILD OBESITY-BATTLE RAGES ON
Elaine Kolish, Council of Better Business Bureaus (Washington, DC)
Wayne Keeley, Children’s Advertising Review Unit (New York, NY)
John Feldman, Reed Smith LLP (Washington, DC)

KEEPING UP WITH LEGAL & REGULATORY CRACKDOWNS AS THE CHILDHOOD OBESITY BATTLE RAGES ON
Elaine Kolish, Council of Better Business Bureaus (Washington, DC)

FOOD, OBESITY & SELF-REGULATION
Wayne Keeley, Children’s Advertising Review Unit (New York, NY)

CHILDREN’S OBESITY AND ADVERTISING REGULATION
John Feldman, Reed Smith LLP (Washington, DC)

ADVERTISING AND MARKETING THAT MAKES THE GRADE
Elizabeth Lascoutx, Frankfurt Kurnit Klein & Selz (New York, NY)
David Siegel, WonderGroup (Cincinnati, OH)

CREATING A RECIPE FOR PRODUCT SAFETY: DESIGN, PACKAGE LABELING AND MANUFACTURING (AND A LOT OF TLC)
Christopher Brewster, Kaye Scholer (Washington, DC)



DOCUMENT TYPES: PRESENTATIONS AVAILABLE: 0