Friday, February 10th, 2012
January didn?t just bring fireworks to the sky; the month will also inaugurate a new president to the White House.
With a new administration, marketers are expecting new implementing rules on product placement and regulations from the Federal Communications Commission and the Federal Trade Commission (FTC).
?Nobody knows what’s going to happen,? concludes Dan Jaffe, executive vice president of government relations at the Association of National Advertisers (ANA). ?But there is the largest potential agenda we have faced in many years, and a substantial turnover at the Congressional level.?
According to Jaffe, the legislation will be strongly influenced by two appointments. First of which is Rep. Henry A. Waxman (D-Calif), who is a known advocate of stricter regulations on tobacco marketing. Waxman will chair the influential Energy and Commerce committee, which will tackle everything from environmental issues to consumer protection.
The other appointment is Sen. John Rockefeller (D-W.Va), who will be heading the Senate Commerce Committee. Rockefeller has advocated for laws to minimize TV violence.
Both these appointments will give advertisers new variables to work with. By the looks of it, regulations for tobacco marketing and anything violence-related on TV can possibly be reformed for stricter rules and stronger implementation.
