Group Rips Ads For Kids On Internet Regulation Sought For Web Sites

A group that wants TV and other media to be more educational asked the government Thursday to protect children from what it considers exploitative marketing on the Internet.

The Center for Media Education said a number of businesses, including Kellogg’s Co., Frito Lay Inc. and SpectraCom Inc., have designed web sites - places on the Internet where companies or individuals can be reached - “to capture the loyalty and spending power” of children.

Kellogg’s, Frito Lay and SpectraCom, which runs KidsCom web site, insisted their sites don’t exploit children. “It is not a soft sell,” said Frito Lay spokesman Tod MacKenzie. “It is almost a no sell.”

Many of the web sites are advertisements in disguise that unfairly target children, the Center for Media Education said. It asked the Federal Trade Commission to investigate and set guidelines to protect kids.

“Marketers are pursuing children with a no-holds-barred approach, many of which would violate children’s advertising safeguards in traditional media, including television,” asserted Kathryn Montgomery, president of the center, in an interview. “Parents need to be wary of what is being created to target their children.”

The nonprofit research center is funded with foundation grants. Most funding for its web-site project came from the Carnegie Corporation in New York.

The FTC does not regulate advertising for children over the Internet and other online services, said FTC spokeswoman Bonnie Jansen. But she said the agency’s jurisdiction over deceptive market practices does extend to the international computer network.

None of 10 FTC actions already taken over Internet pitches involved children, she said.

The Center for Media Education said some web sites invade children’s privacy by requesting personal information, through promises of prizes or otherwise. Others exploit them by weaving products and opportunities to buy with such online activities as sending e-mail or playing games.

The center recommended labeling ads and promotions and separating them from editorial content.