Posted
30th May 2001
W Sweden's Ban On Ads Targetted At Children by Brandon Mitchener
(Wall St Journal) When kids in Sweden watch the Pokemon cartoon
series, they don't hear the jingle that everywhere else in the
world ends each show: "Gotta catch `em all." The country's consumer
ombudsman deemed it stealth advertising, ruling that the tune
is a surreptitious plug for Pokemon playing cards. That's illegal
on Swedish television. In fact, Stockholm has prohibited all
TV advertising aimed at children under the age of 12 since 1991,
so the ruling wasn't all that radical. What alarms advertisers
and broadcasters is that Sweden wants the rest of Europe to
follow its lead. It has used its six-month stint in the rotating
presidency of the European Union to push hard for severe restrictions
on television commercials directed at youngsters, and it's made
headway. "They've understood the usefulness of a presidency
to start a wider campaign," says Stephan Loerke, a lobbyist
for the World Federation of Advertisers in Brussels. "They're
gradually trying to forge a consensus among the member states."
The
crusade is well-timed. The law establishing minimum consumer-protection
standards for cross-border television broadcasts in the EU -
the 1989 Television Without Frontiers Directive, last revised
in 1997 - is up for review at the end of 2002. Sweden is trying
to forge a consensus to raise the EU's standards for the entire
union. The commission is duty-bound to hold hearings on the
directive, which outlaws all advertising within any children's
television program running for 30 or fewer minutes. An informal
meeting by the EU's culture ministers discussed the subject
yesterday and they are expected to take it up again in Luxembourg
in June. An outright ban modeled on Sweden's is unlikely anytime
soon. But increasingly tough partial bans, especially on commercials
directed at small children, aren't. Partial bans could cover
ads that appear within five minutes of a children's television
show, for example. Or junk food ads could be banned altogether
around kids' TV. What's more, to forestall government rules,
the advertising and broadcasting industries could implement
limits "voluntarily".
Many
of the EU's 15 members have harsh restrictions on their books
- including three of the four countries that will each hold
the presidency for six-month stretches over the next two years,
and that will set the agenda for meetings of EU cultural ministers
and summits of heads of state. Belgium takes over in July, and
Flanders, the Dutch-speaking part of the country, prohibits
any advertising within five minutes of a Dutch-language children's
TV program broadcast from within the country. Denmark recently
convinced domestic broadcasters to voluntarily abide by a five-minute
rule. Greece doesn't permit stations to run commercials for
toy guns, tanks or other instruments of war, and bars ads for
all other toys between 7 a.m. and 10 p.m. Lawmakers in Norway,
Italy and Poland are debating setting similar boundaries, to
the horror of broadcasters. "A ban on children's advertising
would be catastrophic for Europe's television production community,"
says Cindy Rose, a Brussels-based lobbyist for Walt Disney Co.
of Burbank, California. "They rely on advertising revenues to
fund high-quality children's programming."
Broadcasters argue that the revenue generated in the EU every
year by TV ads for children's products - between 670 million
euros and 1 billion euros - is essential for the creation of
quality children's programming. European governments have been
pushing television stations to produce more of their own shows,
to reduce the amount of American-made content that fills up
TV schedules, but for-profit station owners say that without
sufficient ad revenue, only fee-supported broadcasters will
be able to even try to do so. For its part, the European Commission,
the EU's executive branch, believes kid-directed advertising
is already adequately regulated in the EU. The commission recently
conducted a comprehensive review of existing rules in the union
and found that, with the possible exception of those regarding
pornography and violence, "we don't need to change anything,"
says Christophe Forax, a spokesman for European Education and
Culture Commissioner Viviane Reding.
But
many countries think more is needed. "We'd agree: no advertising
during children's programs," says Pascal Ennaert, an adviser
to the youth minister of Flanders, who will be responsible for
youth issues during the Belgian EU presidency. Flanders has
the five-minute rule, but it has no control over Dutch channels
broadcast from the Netherlands, or over French programs coming
from other parts of Belgium -- or over anything transmitted
via satellite. The porosity of national borders when it comes
to broadcast signals is a problem for Stockholm, too: All of
Europe would have to outlaw children's advertising for Sweden's
total ban to really work, especially with the proliferation
of satellite broadcasts and Internet Web-casts. "Commercial
pressure on children is increasing," says Maria Gasste, who
heads the unit on children's television in the media division
of the Swedish culture ministry. Ms. Gasste, who has two young
sons and has watched Pokemon with them at home, accuses the
advertising industry of trying to polarize the issue in terms
of a total ban vs. total freedom. "They say if you don't have
brutal killings in the ads it's okay," she says. "It's not that
easy." While it seems unlikely that all TV ads pointed toward
children will be banned throughout the EU, advertisers and broadcasters
are preparing to fight moves to tighten current checks. "Talk
and talk of a ban and then settle for restrictions to TV advertising
when it comes to the review of the directive - that appears
to be the Swedish tactic," says Simon Pitts, European affairs
manager for U.K. broadcaster ITV. "The result would be the same
in either case." Sweden's Radio and TV Act has banned ads directed
at kids from the first day that commercial television was allowed
in the country on July 1, 1991.
The
ban was based on research that indicates children can't fully
distinguish between advertising and programming until about
age 10. Scandinavian satellite broadcaster TV3 beams its Swedish-language
channel from a base in the U.K. Sweden challenged the broadcaster's
right to do that in Europe's top court and lost. TV3's only
commercial competitor, TV4, is the one that ran into the Pokemon
wall. The national consumer ombudsman last year won a court
injunction declaring the "Gotta catch 'em all" rap - sung in
Swedish -- a strictly commercial part of the cartoon series,
and therefore a breach of the anti-ad law. In the cartoon, Ash,
a Pokemon trainer, attempts to collect magical little creatures
called Pokemons in an endless series of violent contests. In
the real world, kids collect Pokemon trading cards. TV4 appealed,
and the Swedish Market Court in Stockholm ruled against the
station. Despite the victory, the ombudsman's office expects
it will keep busy. "We're going to see more of this," says Swedish
Deputy Consumer Ombudsman Marianne Abyhammar, referring to cross-border
broadcasts and growing use of the Internet with a touch of resignation.
"This is the world we live in."
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