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Guidance for Advertising and Marketing Affecting Children: ANSI Seeks Comments on Proposed New ISO Standard

4/28/2021


As the U.S. member body to the International Organization for Standardization (ISO), the American National Standards Institute (ANSI) seeks comments on a proposal for a new ISO standard to focus on guidance for advertising and marketing affecting children. ANSI seeks input by June 11, 2021.

JISC, the ISO member for Japan, issued the proposal with the following scope statement:

"The proposed standard will provide principles and best practice guidelines for advertising and marketing to protect children at different ages and stages of development from harm and to promote their healthy physical and psychological growth. It is proposed to include a variety of media such as television, publications, social media and other digital platforms (podcasts, YouTube), embedded advertising into television shows, movies and games that have a direct impact on children globally including. It is also proposed to include ‘influencers’ (i.e. children being the influencers and getting paid to advertise on social media)."

According to the JISC proposal, the proposed standard would provide guidance for advertisers and governments wishing to introduce voluntary or mandatory advertising codes, and help improve existing voluntary or mandatory advertising codes. Internationally-agreed guidance and international collaboration between national advertising standards councils could help create harmonization of existing gaps between countries.  

Review the proposal for additional information and submit comments to Steven Cornish, ANSI senior director of international policy and strategy, at scornish@ansi.org, by close of business on June 11, 2021. Based on input received from U.S. stakeholders, a recommended ANSI position and any comments will be developed and presented at the ANSI ISO Committee (AIC) for approval, before ISO's voting deadline of July 17, 2021.

ANSI has published an explanatory information document outlining the process used to develop U.S. positions in issues and activities under consideration by ISO and IEC.

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As the voice of the U.S. standards and conformity assessment system, the American National Standards Institute (ANSI) empowers its members and constituents to strengthen the U.S. marketplace position in the global economy while helping to assure the safety and health of consumers and the protection of the environment.

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