ANA Identifies Four 'Concerns' for US Advertising
The Association of National Advertisers (ANA) has identified four areas of "concern" that, according to organization chief Bob Liodice, "potentially undermine the cost effectiveness and value we expect from our investments in the TV medium."
- Restrictive regulations under consideration by the Federal Communications Commission (FCC)
- Network integration fees
- New kinds of advertising clutter, as consumers continue to move to high-definition television sets
The Telecommunications Act of 1996 required television manufacturers to insert 'V-chips' in each set. The intent was to give parents the ability to protect their children against overly violent, sexual, or otherwise objectionable programming. Since then, a number of advocacy groups have requested that the FCC extend V-chip technology to include commercials as well as programming.