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Obama victory could threaten ad freedom.(Brief article)

Campaign

| November 07, 2008 | COPYRIGHT 2008 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Barack Obama's triumphant arrival in the White House is expected to mark the end of the 'light touch' regulation of advertising in the US.

The promotion of prescription drugs directly to consumers, advertisers' ability to pinpoint would-be customers directly via the internet and the marketing of food and drink to children are all likely to come under scrutiny from the incoming administration.

'For the past eight years, we've had a Bush administration that's been reluctant to legislate when it comes to business,' Dick O'Brien, the executive vice-president of the American Association of Advertising Agencies, said. 'With Obama, we'll see change of seismic proportions.'

Much will depend on who Obama picks to take charge of the three bodies that most influence US marketing - the Federal Communications Commission, the Food & Drug Administration and the Federal Trade Commission.

The US ad industry is keeping close watch on the outcome of a Supreme Court case in which the FCC is appealing ...

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