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Consumer watchdog groups have filed a complaint to the Federal Trade Commission accusing Google of blurring the line between ads and original content in its YouTube Kids app.
Ian Twinn, Director of Public Affairs at ISBA said:
“The UK has clearer rules for advertising around children’s content, including non-TV audio visual providers. The CAP rules apply.
The rules for protecting children recognise their ability to understand when content is an ad. For us in the UK it is important that ads and commercial messages are properly flagged up and not pretending to be normal content.
In fairness rules for TV need to be stricter as the content and the ads are pushed out to the audience. For digital media like YouTube it is the viewer, and with young children the parents, who opt to pull the content to them. Global advertisers will want to assure themselves that their content, that is designed to sell things is within the UK rules, or the rules in other countries if they are directing the messaging elsewhere.
Of course there are campaigners who do not like any child to see any advert. No rules can ever satisfy them and it may be that the groups in the USA are more interested in a political outcome for new legislation than in advertising regulation.”
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