ABC says no to early ads for R-rated films

ABC says no to early ads for R-rated films

HOLLYWOOD—The Walt Disney Company has announced its ABC network will not accept R-rated movie commercials on any TV show airing before 9 p.m. Eastern time.

Disney’s Sept. 12 announcement came a day after the release of a Federal Trade Commission Report that, while not mentioning specific companies by name, cited “evidence of marketing and media plans (in the entertainment industry) that expressly target children under 17.”

The Disney/ABC announcement primarily addresses “exceptions” to ABC’s prior policy regarding commercials for R-rated movies, Disney spokesman John Dreyer told The New York Times. “From now on,” he said, “there will be no exceptions.”

Among TV networks in addition to ABC, CBS declined comment to The New York Times on its policies; NBC stated it does not accept commercials for R-rated films on any show with children comprising 30 percent or more of its audience, with an NBC official acknowledging to The Times that none of its shows have been affected by the restriction; and Fox prohibits commercials for R-rated films on any show considered to be family oriented, including “The Simpsons” and “Malcolm in the Middle.”  (TAB)