July 12, 2012


Ad Guidelines to be Resurrected?

AAF has learned that when the House of Representatives considered the Financial Services Appropriations Bill, Rep. Rosa DeLauro, D-Conn., may introduce an amendment to strike the language requiring the Federal Trade Commission to comply with the executive order requiring a cost/benefit analysis of all new federal regulations before implementing the IWG guidelines.  The IWG guidelines were the so-called voluntary nutritional standards for foods marketed to children.  DeLauro has already introduced the amendment in the Appropriations Committee where it was defeated by voice vote.

AAF is working with industry allies and members to contact members of Congress and urge them to oppose the DeLauro amendment if and when it is offered.  Lawmakers will be reminded of their earlier determination that the guidelines were unnecessary, unworkable, likely unconstitutional, and issued with no evidence that they would do anything to reduce rates of obesity. 

Committee Looks at Self-Regulation

On June 28 the Senate Commerce Committee conducted a hearing looking at effectiveness of industry self-regulatory privacy protections.  The Digital Advertising Alliance was represented by Bob Liodice of the ANA.  The DAA testimony emphasized the remarkable progress that the industry has made as witnessed by the over one million consumers who have used the program to opt-out of receiving targeted advertising online.  Self-regulation is also better equipped to adapt to changes in rapidly evolving technologies.  The DAA has also received positive reviews from the White House and Federal Trade Commission.

Attendance at the hearing by Senators was limited as it was held simultaneously with the Supreme Court’s release of the health care decision.  However, of those that did make an appearance most appeared very impressed with the program.  One notable exception to that rule was Chairman Jay Rockefeller, D-W.Va., who has expressed skepticism about most industry self-regulatory programs, stating “It’s not in their self-interest.  I don’t trust these companies to do what’s right when they’re up against the bottom line.”

Chairman Rockefeller expressed his desire for legislation, but acknowledged that it was unlikely to happen this year.  Senator Kelly Ayotte, R-N.H., sounded a more reasonable tone, “We must proceed cautiously and carefully before diving into any legislation,” she said.  “Legislation could be outdated before the ink dries.”

NAB Moves to Stop Disclosure Rule

The National Association of Broadcasters has filed an emergency motion with the U.S. Court of Appeals for the District of Columbia in an effort to halt a new Federal Communications Commission rule requiring television stations in top markets to move their political files online.  The NAB argues that “members will suffer irreparable harm absent a stay because the order compels television stations to post the prices for specific advertisements to a public website immediately after the sales occur. This will place NAB's members at a distinct disadvantage to their non-broadcast competitors, who will not be required to post rate information on the Internet."
The rule is due to go into effect on August 2 of this year.

AAF to Host Meet and Greet

On Thursday, July 19 AAF will host a meet and greet with Representative Tom Reed, R-N.Y., a member of the tax writing Ways and Means Committee.  Meet and greets are an opportunity for members of the advertising industry to get to know a member of Congress in an informal setting and begin to educate him or her on the value of advertising to the economy and their particular congressional district.  If any AAF member is interested in attending the July 19 meet and greet, or host a similar event with your Representative, contact Clark Rector at crector@aaf.org or (202) 898-0089.

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The AAF protects and promotes advertising at all levels of government through grassroots activities. Our nation-wide network monitors advertising-related legislation on local, state and federal levels. We put our members face-to-face with influential lawmakers while encouraging self-regulation as a preemptor to government intervention, when appropriate of course. To learn more about our advocacy efforts, click here.