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CFBAI complaint against YouTube Kids

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CFBAI complaint against YouTube Kids

Description

Before the FEDERAL TRADE COMMISSION Washington,

DC 20580

In the Matter of

Violations by Members of the Children’s Food and Beverage Advertising Initiative of Pledges Not to Advertise Products to Children that Do Not Meet Uniform Nutrition Criteria

REQUEST FOR INVESTIGATION Submitted by Campaign for a Commercial Free Childhood and Center for Digital Democracy

Angela J

Campbell Eric G

Null Institute for Public Representation Georgetown University Law Center 600 New Jersey Avenue,

NW Washington,

DC 20001 (202) 662-9535 Counsel for CDD and CCFC

Samantha Rosa Georgetown Law Student

November 24,

Contents Background

The FTC should investigate whether CFBAI members are engaging in deceptive or unfair practices by promoting products on YTK that do not meet CFBAI’s uniform nutrition criteria 3 A

A large number of videos on YTK advertise products of CFBAI members that do not meet the nutrition criteria

Findings regarding companies pledging no advertising to children under 12

Findings regarding companies pledging to limit advertising to children to products meeting CFBAI’s uniform nutrition criteria

The FTC should investigate how and why advertising of CFBAI members is being shown on YTK

Misrepresenting compliance with self-regulatory principles is a deceptive practice under Section 5 of the FTC Act

The Campaign for a Commercial Free Childhood (CCFC) and Center for Digital Democracy (CDD),

by their counsel the Institute for Public Representation,

ask the FTC to investigate whether members of the Children’s Food and Beverage Advertising Initiative (CFBAI) are deceptively claiming to comply with their CFBAI pledges when they do not

On Google’s YouTube Kids app (YTK),

which is designed for children five years and younger,

CCFC and CDD found hundreds of commercials and videos promoting food and beverage products that CFBAI members have pledged not to advertise to children under the age of 12

CCFC and CDD ask the FTC to investigate whether these CFBAI members are engaged in deceptive or unfair practices in violation of Section 5 of the Federal Trade Commission Act

”2 CFBAI participants develop a “pledge” that incorporates CFBAI’s Core Principles and must “agree to CFBAI oversight and monitoring of their pledges and to be held accountable for failure to comply with their pledges

CFBAI’s Core Principles have required that all “advertising primarily directed to children under age 12” meet “category-specific uniform nutrition criteria

CCFC and CDD have also sent letters to CFBAI members asking them to tell Google to stop showing on YTK any promotional content regarding their products that does not meet CFBAI’s nutrition criteria (attached to this Request for Investigation after the Exhibits)

org/council/the-national-partner-program/nationaladvertising-review-services/childrens-food-and-beverage-advertising-initiative/about-theinitiative

The Core Principles,

and other documents are available on CFBAI’s website

org/council/the-national-partner-program/national-advertising-reviewservices/childrens-food-and-beverage-advertising-initiative/company-pledges

CFBAI publishes an annual report on participants’ compliance with their commitments

The most recent progress report,

outlines compliance during 2013

BBB (Jan

org/globalassets/local-bbbs/council-113/media/cfbai/enhanced-core-principles1

Each member that chooses to advertise to children must submit a list of its products meeting CFBAI’s nutrition criteria that it intends to advertise

5 Thus,

any product not on these lists should not be marketed to children

Alternatively,

a participant may commit to engage in no child-directed advertising for any of its products

CFBAI’s Core Principles apply to advertising in measured media,

which is defined to include “Internet (third-party websites)” as well as company-owned websites primarily directed to children under age 12

other personal digital devices,

they apply to product placements

Specifically,

participants must “commit to not paying for or actively seeking to place their foods or beverages in the program/editorial content of any medium primarily directed to children under age 12 for the purpose of promoting the sale of those products

advertiser-supported mobile app designed for children aged five and under

Available in Google and Apple’s respective App Stores,

YTK allows children to watch “favorites like Sesame Street,

Thomas & Friends and Talking Tom,

online hits like Mother Goose Club,

TuTiTu and Stampylonghead,

plus anything else they’re into – sports,

crafts and more” on a tablet or smart phone

CFBAI members that show advertisements on the app must comply with their CFBAI pledges

fourth-edition-with-appendix-a

BBB (Sept

org/globalassets/shared/media/cfbai/cfbai-product-list-sept-2015_final

The FTC should investigate whether CFBAI members are engaging in deceptive or unfair practices by promoting products on YTK that do not meet CFBAI’s uniform nutrition criteria The YTK apps features a large number of videos marketing food and beverage products

that CFBAI members have pledged not to advertise to children

We ask the Commission to investigate how and why so many promotional videos of food and beverages not meeting CFBAI’s nutrition criteria are being shown on YTK and whether the CFBAI members are engaging in deceptive practices in violation of Section 5 of the FTC Act by claiming to comply with the CFBAI Core Principles when they do not

A large number of videos on YTK advertise products of CFBAI members that do not meet the nutrition criteria

During the period of May 8,

we conducted a limited but systematic search for food and beverage promotions on YTK using a two-step process

we identified a product or brand that should not be advertised to children by using the websites of the CFBAI participants and CFBAI’s listings of products meeting the nutrition criteria

For companies that pledged to limit advertising to products meeting the nutrition criteria,

we looked for a product not on the CFBAI list of foods and beverages that may be advertised to children

For companies that pledged to not advertise at all to children under twelve,

we selected a product or brand that would not meet the CFBAI’s nutrition criteria were the company to elect to advertise to children

For example,

we searched for a single candy brand,

Snickers

we searched for the identified product,

first using the product or brand name only,

and then using the product or brand name plus the word “commercial” (e

“Snickers” and “Snickers commercial”)

In determining the number of commercials and product promotional videos,

we included those that came up as a result of the searches as well as any additional

See supra note 5

In total,

we found approximately 600 videos that depicted foods or beverages that do not meet the CFBAI nutrition criteria

we assigned each video to one of three categories: (1) commercials that previously aired on television

videos created by the companies about their brands and products

or (3) product placements and endorsements

and the rest into the third category

The third category includes videos that appear to have been made and uploaded by third parties,

but show and talk about a specific branded product

Examples include product reviews,

While we lack the ability to determine for certain that the product placements and endorsements were paid for or actively sought out by the CFBAI members,

the high production values and the large number of such videos featuring the same hosts,

suggest that they were not the result of individuals acting on their own without any incentives from the brands

As defined by Google,

product placements are “pieces of content that are created [specifically] for a third party and/or where that third party's brand,

or product is integrated directly into the content

A typical example of a paid product placement is one in which a marketer pays [the content creator] (or provides other non-monetary advantages or incentives) to specifically mention their product or brand in what would normally be the editorial part of the content

” Google defines endorsements as “pieces of content created for an advertiser or marketer that contain a message that consumers are likely to believe reflects the opinions,

or experiences of the content creator or endorser

A typical example of an endorsement is one in which a marketer pays a creator,

celebrity or athlete to promote,

review or even just experience their product or service and/or where the marketer has had editorial influence over your content,

has included their brand or logo in your content or has paid for your creation of such content or the ability to upload their content into your channel

” Paid product placements and endorsements,

YouTube Help,

we found many videos from the POPSUGAR food channel,

including How to Make McDonald’s French Fries,

How to Make a GIANT Reeses’s Peanut Butter Cup,

How to Make Oreo Churros at Home,

all of which featured the same host,

Brandi Milloy

Another series,

“How to Cook That” by Ann Reardon,

has videos showing how to make giant versions of a Hershey’s Kiss,

a KitKat Bar and Ferrero Rocher

During this search,

we found products from 16 of 18 CFBAI members

Table 1 summarizes the findings with respect to CFBAI members that have pledged to not advertise at all to children under age 12,

while Table 2 summarizes the results for CFBAI member pledging not to advertise products to children unless they meet the CFBAI nutrition criteria

At a later date,

we found promotions on YTK for Klondike Bars,

a Unilever product that is not on the list of products that may be advertised to children

13 Thus,

Dannon appears to be the sole member of CFBAI in compliance with its CFBAI pledge

Findings regarding companies pledging no advertising to children under 12

Because YTK is intended for children age 5 and under,

we should not have found any marketing by the six companies that pledged not advertise their products to children under age 12—American Licorice Co

Coca-Cola Co

Ferrero USA,

The Hershey Co

Nonetheless,

we found many commercials for products of these companies on YTK

Table 1: Companies Pledging No Advertising to Children Under 12 Food Company Brand/Product TV Promotional Commercials Videos Coca-Cola Co

Coca-Cola,

Coke 47 11 Zero Ferrero USA Nutella 25 0 The Hershey Co

Reese’s 44 1 Mars,

Snickers 23 0 Nestle USA Inc

Toll House 22 1 Cookies American Licorice Co

Sour Punch 0 0

Product Placements 2 19 17 16 8 10

The screenshot below shows an example of a television commercial on YTK for Reese’s Peanut Butter Cups,

one of the brands owned by the Hershey Co

Another more recent example of a television commercial on YTK is the one shown below using a tie-in with the Peanuts movie to promote Nestle’s Crunch

We found this commercial on November 9,

just three days after the Peanuts movie was released

During May and June 2015,

we found five Hershey channels on YouTube Kids: Reese’s Channel,

Hershey’s Kisses Channel,

Twizzlers Channel,

Hershey’s Kitchens Channel,

and Celebrate with Hershey’s Channel

These channels featured commercials previously shown on television,

videos on how to bake with Hershey’s products,

interviews asking people how they use Hershey products,

and videos on how Hershey products are made

While these particular Hershey channels are no longer available on YTK,

we recently found another channel called Hershey’s Chocolate World that promotes the Hershey’s Chocolate World attraction in Hershey,

and depicts products such as Reese’s Cups and Kisses

We also found CFBAI member products shown in videos that appear to have been created or posted by third parties

For example,

the screenshot below is from a video called “10 Best Uses of Nutella

” Nutella is a product of Ferrero USA

The host Rafael Gomes,

the selfproclaimed “Queen of Nutella on YouTube,” demonstrates how to make grilled Nutella sandwiches,

Nutella hot chocolate,

A jar of Nutella is seen in almost every shot

Findings regarding companies pledging to limit advertising to children to products meeting CFBAI’s uniform nutrition criteria

We found a similar pattern for companies pledging to advertise only products meeting CFBAI nutrition standards

As shown in Table 2,

we found 61 TV commercials for Burger King products and 38 for Kellogg’s Pop-Tarts,

the two most egregious violations

Table 2: Companies Pledging to Advertise Only Products Meeting CFBAI Nutrition Criteria Food Company Brand/Product TV Commercials Promotional Product Videos Placements Burger King Whoppers,

Kellogg Co

Pop-Tarts 38 0 18 Kraft Foods Group Velveeta 22 8 15 McDonalds Corp

McMuffins,

Mondelez Int’l Inc

Oreo 31 2 21 Nestle Toll House 22 1 8 Cookies PepsiCo Inc

Dorito’s 31 0 9 Post Holdings Inc

Golden Crisp 37 0 ConAgra Foods Inc

Swiss Miss hot 15 1 6 cocoa,

Totino’s Pizza 2 0 13

Below is a screenshot of a commercial for Pop-Tarts we found on YTK

We also found videos featuring products that do not meet the CFBAI nutrition criteria

For example,

in an 11:27 minute video on the EvanTubeHD channel,

Evan and his sister Jillian compete to identify the flavors of 12 different kinds of Oreo cookies (screenshot below)

tasting the cookies and commenting on them

The screen also shows the packaging for each type of Oreo

Afterwards,

the off-screen announcer identifies the actual flavors and awards points for correct answers

who won the contest by a half-point,

my favorite cookie other than chocolate chip

EvanTubeHD is a partner of Disney-owned Maker Studios

Sam Gutelle,

Maker Studios,

Disney XD Team Up for Talent Incubation Program (Aug

com/2015/08/31/disney-xd-by-maker-studios

According to its website,

Maker Studios works with brands to “Integrate your brand message natively into our top performing channels to deliver world-class results while preserving the authenticity of the programming

Maker Studios,

This was not the only Oreo challenge we found on YTK

We conducted a search on August 25,

” We found 18 videos of Oreo challenges,

most of which featured children

The search also revealed EvanTubeHD challenges for other nonapproved food products,

Unilever’s Ben & Jerry’s Ice Cream and Kellogg’s Pringles

The FTC should investigate how and why advertising of CFBAI members is being shown on YTK

We ask the Commission to investigate how and why so many promotions of foods and beverages not meeting CFBAI’s nutrition criteria are being shown on YTK

Our research strongly suggests that the CFBAI members have actively sought to have their promotional materials included on YTK

Some CFBAI members have created their own brand channels on YouTube,

while others work directly with YouTube,

or influencers to produce promotional videos for YouTube that appeal to children

Because the public does not have access to the agreements negotiated by YouTube,

multichannel networks and YouTube celebrities and other “influencers,” it is important for the FTC to conduct its own investigation

Brands in general are increasingly using YouTube as a marketing platform

Four of the top 10 trending videos on all of YouTube in 2014 were created by brands,

and views of branded content of the top 100 brands have nearly doubled in the last twelve months

They’re actively managing their YouTube channels and publishing new content on a regular basis to engage viewers and keep them coming back

”18 At least four CFBAI members – Mondelez,

Nestle,

and Coca-Cola – participate in Google Preferred

Google Preferred,

“lets buyers negotiate ad buys using audience guarantees,

demographic targeting and Nielsen ratings data – all aimed at helping advertisers buy YouTube ads just like they buy TV ads,” if they commit to a certain amount of upfront spending on YouTube advertising

Top 100 Brands Report: Insight into Brand Content on YouTube,

Google Agency Blog,

(July 19,

For more statistics about the growth of branded content on YouTube,

Further,

Google notes that 10% of brand videos posted to YouTube in the last year are over 10 minutes long indicating that brands are creating content specifically for YouTube

YouTube Says Google Preferred Has Sold Out,

But Buyers Aren’t So Sure,

Wall Street Journal (Oct

com/cmo/2014/10/13/youtube-says-googlepreferred-has-sold-out-but-buyers-arent-so-sure

While Google declined to disclose how much advertisers have to spend to take advantage of Google Preferred,

there are reports that it was $2 million in 2015

Tim Peterson,

YouTube is Recycling Last Year’s NewFronts Pitch – Because it worked,

com/article/digital/youtube-s-2015-newfronts-pitchaugments-google-preferred/297763

According to a recent eMarketer Report,

the “Google Preferred platform,

has made YouTube particularly appealing to top brand advertisers that shied away from the platform when it was geared more toward user-generated clips than professional content

Advertising: Why Google’s Platform Will Stay on Top,

eMarketer Report at 2 (Aug 2015)

One hundred parent-level brands participated in 2014,

including 30 US brands that had not previously advertised on YouTube

And they saw results – “On average,

brands saw an 80% increase in ad recall and a 17% lift in brand awareness for those campaigns

” The program was so successful that Googled continued it for 2015

Peterson,

Mondelez was one of the first companies to join Google Preferred

It announced a global deal with Google in October 2014,

as part of the company’s strategy to invest more of its media spending in digital and,

Mondelez and Google agreed to “partner on new content through YouTube’s Brand Partner Program

” Their first project was to create video content featuring “influential digital stars” for Sour Patch Kids candy in the US

Hershey,

Coca-Cola,

maintain brand channels on YouTube and produce videos promoting their products for those channels

As shown in Exhibit 5,

these videos seem to be designed to appeal to young children

Pepsi has even created an in-house studio,

The Creators League,

to “create exciting internet-friendly branded content

”24 CFBAI members also work with ad agencies to have their products featured in YouTube videos

For example,

despite Mars’ pledge to direct no advertising to children under age 12,

it worked with ad agency BBDO to launch “a campaign which sees popular tutorial vloggers from

Eric Oster,

Mondelez Strikes Online Video Deal with Google,

AdWeek (Oct

com/news/advertising-branding/mondelez-strikes-online-videodeal-google-160507

22 See Ex

conveniently collected location,

and it allows consumers to create playlists of the video content and to subscribe to future videos on the channel

Brand Channel,

Think with Google,

Tubefilter (June 6,

com/2014/06/06/pepsi-digital-studio-the-creators-league

See also Pepsi Launches the Creators League as In-House Studio to Be a Little More like Red Bull,

Variety (June 5,

com/2014/biz/news/pepsi-launches-the-creators-league-asin-house-studio-to-be-a-little-more-like-red-bull-1201211067

across the world perform slightly off their A-game as part of a new global execution of the Snickers’ ‘You’re Not You When You’re Hungry’ brand proposition

” The ‘How-to’ and ‘DIY’ vloggers appear to be performing slightly poorer than usual before the end frame subtly unveils the content is a Snickers prank

Dan Burdett,

Snickers global brand director,

said: “We are excited to be extending the reach of our phenomenally popular Snickers brand online tapping into the global popularity of ‘how to’ videos

The ‘off their game’ vloggers are an innovative digital twist on our hugely successful ‘You’re Not You When You’re Hungry’ TV ads

Between them the international vloggers in this campaign have over 7

giving the brand campaign huge global reach

”25 We found several of these videos promoting Snickers on YTK,

including how-to-draw and howto-play guitar videos

Another video in this series looks like an episode of My Little Pony

It is not clear until the very end that these are actually Snicker’s commercials

offers “clients two complementary solutions,

providing both owned content creation and paid sponsorships for amplification

Advertisers can provide video content to be shared via our network of influencers or allow influencers to create their own unique video to promote to their followers

Either way,

your branded video will be promoted across a highly targeted social network of content creators

Snickers enlists YouTube vloggers for ‘You’re Not You When You’re Hungry’ digital campaign,

The Drum (Apr

com/news/2015/04/08/snickers-enlists-youtube-vloggers-you-re-not-youwhen-you-re-hungry-digital-campaign

26 See Ex

com/marketers/sponsored-social/sponsored-videos

IZEA has numerous food clients and brands that it works with,

ConAgra Food,

Hershey,

Kellogg’s,

”31 Pop-culture power is a driving force behind many advertising campaigns on YouTube and YTK,

and many brands are seeking to enlist big-name child stars for their campaigns

However,

because these relationship deals are undisclosed,

it is difficult for viewers to recognize that a product review featuring their favorite celebrity is actually a paid advertisement

We have recently discovered an entire YTK channel featuring the child actress Aubrey Frances AndersonEmmons,

who plays Lily Tucker-Pritchett on Modern Family,

Their “FoodMania Review” channel features videos in which they review food products including many CFBAI member products that are not to be advertised to children

For example,

the screenshot below shows their review of both Mondelez’s Oreo cookies and Ferrero’s Nutella

Client Brands,

Maureen Morrison,

General Mills Adds Fallon,

AdAge (May 29,

com/article/agency-news/general-mills-adds-fallon-72andsunnyroster/298805

It is highly unlikely that this well-known actress would be reviewing food products on her own accord

32 Thus,

it is very likely that she has undisclosed contracts for endorsements with CFBAI members or their advertising agencies

The use of a popular child actress to endorse a product is no different than host-selling on child-directed television programming,

which is not allowed because it is deceptive and unfair to children

Given all of the efforts by CFBAI members to have their products promoted on YouTube,

they likely know that many of these YouTube videos will also be shown on YTK

Google provides “tons of data” to YouTube channels so they can monitor their performance

The business-driven nature of this endeavor is quite apparent by viewing the channel description on YouTube,

which reads: “Would you like to send us candy or snacks from your town,

Just send an email to us at [email protected] and we’ll send you instructions on how to submit something yummy for a video review

! For business and product review inquiries: [email protected]” FoodMania Review: Reese’s,

Oreo & Nutella Snack Dippers,

YouTube (Sept

YouTube Help,

Further,

advertisers have many sophisticated methods to track where their advertising is placed,

as well as to monitor social media for mentions of their brands

it is unclear whether CFBAI members are paying third parties to upload TV commercials for products that do not meet the CFBAI criteria

they can prevent their commercials from being shown on YTK by using Google’s proprietary copyright identification system that allows rights holders to match all videos found on YouTube and block their distribution even if a third party uploads a copy of the video

Misrepresenting compliance with self-regulatory principles is a deceptive practice under Section 5 of the FTC Act If the FTC’s investigation finds that the CFBAI members have been complicit in getting

their promotional content on YTK,

it should find that they are engaging in deceptive marketing

YouTube creators can see statistics for videos that appear in YTK “in YouTube Analytics as always

” Information for YouTube Creators,

YouTube Kids Parental Guide,

com/youtubekids/answer/6172261

Google can provide near realtime data to allow brands to quickly ascertain whether the audience likes the content

Measuring the Impact of Online Video on Brand Metrics,

Think with Google,

com/articles/youtube-insights-stats-data-trends-vol10

34 See,

Nielsen BuzzMetrics Fact Sheet,

Nielsen,

com/content/dam/nielsen/en_us/documents/pdf/Fact%20Sheets/Nielsen%20 BuzzMetrics%20Fact%20Sheet

pdf (helps “companies protect and promote brands through the measurement and analysis of consumer-generated media)

Integral Ad Science Unveils the First Integrated Video Advertising Viewability,

Fraud and Brand Safety Monitoring Solution,

com/news/integral-ad-science-unveils-the-first-integrated-video-advertisingviewability-fraud-and-brand-safety-monitoring-solution (describing how it can provide detailed metrics and analytics to help brands and agencies understand and monitor video campaigns)

“M&M’s Plane Commercial” uploaded by Music H

Freeze’ Commercial” uploaded by IlluminatiMan,

! ‘Brand New Day’ Commercial” uploaded by LooseMooseProds

The FTC should investigate whether the CFBAI members are using false names to deceive the public or have provided consideration to others to post commercials for them

YouTube Help,

The FTC has frequently found that misrepresenting one’s compliance with selfregulatory principles constitutes a deceptive practice in violation of Section 5 of the FTC Act

Last year,

the FTC alleged that the self-regulatory organization TRUSTe engaged in misrepresentation

TRUSTe operates a variety of seal programs,

including an FTC-approved COPPA safe harbor program,

US-EU Safe Harbor Framework,

and TRUSTe’s own selfregulatory program for consumer privacy

Display of a TRUSTe seal is meant to signify compliance with the relevant self-regulatory requirements

TRUSTe promised consumers that it would annually recertify its members to be sure they were in compliance when,

TRUSTe did not conduct annual reviews of all of its members

the FTC alleged that TRUSTe’s representation that it recertified the members annually was false or misleading in violation of Section 5,

and entered into a consent decree

the Commission alleged that Google misrepresented that it was in compliance with the US-EU Safe Harbor Privacy Principles of Notice and Choice when it actually did not

To settle this charge,

Google entered into a consent decree that required,

that Google not misrepresent “the extent to which respondent is a member of,

or otherwise participates in any privacy,

or any other compliance program sponsored by the government or any other entity,

the US-EU Safe Harbor Framework

the FTC brought an enforcement action for violation of this consent decree

Specifically,

the FTC alleged that Google misrepresented that it adhered to the NAI Code,

which requires members to disclose data collection and use practices,

when Google did not disclose that it had placed unauthorized cookies on Safari users’ computers

As a result,

Google paid a record civil penalty of $22

5 million

Decision and Order,

True Ultimate Standards Everywhere,

C-4512,

gov/system/files/documents/cases/150318trust-edo

The FTC has brought many other cases against companies for misrepresentations related to their participation in self-regulatory programs

For example,

it has brought cases against twenty-five companies for indicating they were currently certified under the US-EU Safe Harbor Framework when in fact their certifications had lapsed years earlier

the FTC alleged that TES Franchising made false or misleading representations that it was a current licensee of the TRUSTe self-regulatory program

Chairwoman Ramirez stated,

“[t]hese cases send an important message that businesses must not deceive consumers about whether they hold these certifications,

the ways in which they protect consumers

”40 The Commission should be at least as committed to enforcing the CFBAI pledges,

which are designed to address the significant public health problem of childhood obesity

the Commission should investigate and bring enforcement actions against CFBAI members that are not adhering to their pledges

Conclusion Our research has shown that all but one of the CFBAI members have commercials and promotional videos on YTK,

an app intended for children age five and under,

for products that do not meet the CFBAI’s nutrition criteria

This conduct violates their pledges not to advertise to children or to limit advertising to children to products that meet the CFBAI’s category-specific uniform nutrition criteria

Because these companies have publicly pledged to abide by the CFBAI’s Core Principles,

but are not complying with those principles with respect to YTK,

they appear to be engaging in deceptive or unfair practices in violation of section 5 of the FTC Act

All of these cases are available at Legal Resources,

gov/tipsadvice/business-center/legal-resources

?type=case&field_consumer_protection_topics_tid=251

FTC Docket No

C-4525 (May 29,

Press Release available at https://www

gov/news-events/press-releases/2015/04/ftc-settles-two-companies-falselyclaiming-comply-international

We ask that the FTC promptly investigate these allegations and take action to protect young children from the onslaught of advertising for unhealthy food on YTK

Respectfully submitted Samantha Rosa Georgetown Law Student

Campbell Eric G

Null Institute for Public Representation Georgetown University Law Center 600 New Jersey Avenue,

NW Washington,

DC 20001 (202) 662-9535

November 24,

LIST OF EXHIBITS EXHIBIT 1: Screenshots from YouTube Kids of Unilever Products EXHIBIT 2: Screenshot showing some of the Oreo Challenge Videos on YTK EXHIBIT 3: Brand Content Infographic from Pixability EXHIBIT 4: Screenshot from YouTube Kids for Sour Patch EXHIBIT 5: Examples of child-directed videos on brand channels seen on YTK EXHIBIT 6: Screenshots of Snickers Commercials EXHIBIT 7: Screenshots from YouTube Kids for Totinos products EXHIBIT 8: Examples of television commercials that appear to be uploaded by third parties

Exhibit 1

Screenshot of Klondike Bar Review

Screenshot of Klondike Bar Commercial

Exhibit 2

Exhibit 3

Exhibit 4

Exhibit 5

Screenshot from Mondelez’s ChipsAhoy channel

Screenshot from Oreo Asia Channel

Exhibit 5 Continued

Screenshot from Hershey’s Chocolate World Channel

Exhibit 6

“Fastest Selling Song of the Year- Guitar Lesson”

Exhibit 6 Continued

“MLP: Snickers ‘Brady Bunch’ Commercial”

Exhibit 6 Continued

“How To Draw A Perfect Face”

Exhibit 7

Exhibit 8

LETTERS TO CFBAI COMPANIES

John  Kretchmer,

 CEO   American  Licorice  Company   1900  Whirlpool  Drive  South   La  Porte,

 IN  46350     November  24,

 2015     Re:  Violation  of  CFBAI  Pledge  on  YouTube  Kids     Dear  Mr

 Kretchmer,

    As  a  participant  in  the  Children’s  Food  and  Beverage  Advertising  Initiative  (CFBAI)   American  Licorice  Company  has  committed  “to  not  engage  in  child-­‐directed   advertising,”  where  child  is  defined  as  under  twelve  years  of  age

  however,

 that  there  is  considerable  marketing  of  your  company’s  products  on  Google’s   YouTube  Kids  app

 We  also  believe  that  Google  and  advertisers  are  working  together  to   create  branded  content  for  your  products  for  YouTube  knowing  it  will  be  available  on   YouTube  Kids

 Because  this  app’s  intended  audience  is  clearly  children  under  twelve,

  this  marketing  violates  your  pledge

 Consequently  we  ask  that  you  contact  Google  and   ask  that  they  remove  any  and  all  marketing  for  American  Licorice  Company  products

  Further,

 we  request  that  you  take  any  and  all  necessary  steps  to  prevent  advertising   your  non-­‐complying  products  on  YouTube  Kids  or  other  child-­‐directed  platforms

    According  to  the  Council  of  Better  Business  Bureaus,

 “CFBAI’s  requirements  apply  to   child-­‐directed  ads  on  TV,

 print,

 radio,

 internet,

 interactive  games  (including   advergames),

 tablets,

 smartphones,

 video  games,

 computer  games,

 DVDs  and  word-­‐of-­‐ mouth

”2  Whether  marketing  is  considered  directed  to  children  under  twelve  is   determined  by  a  variety  of  factors,

 including  target  audience  and  overall  impression  of   the  site

 When  Google  launched  the  YouTube  Kids  app  on  February  23,

 2015,

 the   company  described  it  as  “the  first  Google  product  built  from  the  ground  up  with  little   ones  in  mind

 the  app—a  simplified  version  of  YouTube  designed   specifically  for  young  children—is  categorized  as  intended  for  children  ages  five  and  

 Children’s  Food  &  Beverage  Advertising  Initiative  Foods  and  Beverages  that  Meet  the  CFBAI  Category-­‐ Specific  Uniform  Nutrition  Criteria  that  May  Be  in  Child-­‐Directed  Advertising,

 available  at   https://www

org/globalassets/shared/media/cfbai/cfbai-­‐product-­‐list-­‐june-­‐2015_final

 Foods  that   meet  these  criteria  are  specifically  listed

  2  https://www

org/globalassets/local-­‐bbbs/council-­‐113/media/cfbai/audience-­‐definitions-­‐aug-­‐ 2014

pdf     3  Introducing  the  newest  member  of  our  family,

 the  YouTube  Kids  app—available  on  the  Google  Play  and   the  App  Store,

 Official  YouTube  Blog  (Feb

 2015),

 available  at  http://youtube-­‐ global

 there  should  not   be  any  American  Licorice  Company  marketing  on  YouTube  Kids  based  on  your  CFBAI   pledge

      During  the  period  of  May  8,

 2015  through  June  30,

 2015,

 Campaign  for  a  Commercial-­‐ Free  Childhood  (CCFC)  and  the  Center  for  Digital  Democracy’s  (CDD)  reviewed  YouTube   Kids  and  conducted  searches  for  promotions  of  American  Licorice  products  that  would   violate  your  CFBAI  pledge  not  to  engage  in  child-­‐directed  advertising

 These  included   promotions  for  Sour  Punch  brand  candy

 First,

 we  identified  a  product  or  brand  that   should  not  be  advertised  to  children  using  the  CFBAI  guidelines

 Next,

 using  the  app’s   search  function,

 we  located  ten  videos  clearly  designed  to  promote  Sour  Punch   products

 For  example,

 we  found  a  product  review  video  entitled  “Sour  Punch  Straws   Strawberry  Flavor  Tasting  and  Review”  in  which  the  reviewer  proclaims,

 “those  are   delicious…fantastic…a  total  win

 “if  you  didn’t  get  those  on  Halloween,

 go  to   the  store  and  get  ‘em  because  Sour  Punch  Straws  are  delicious

 we  conducted  another  round  of  searches  to  see  if  recent  changes  announced   by  Google  to  YouTube  Kids  had  done  anything  to  limit  the  prevalence  of  food  marketing   videos  on  the  app

 Using  the  same  methodology,

 we  found  numerous  product   promotion  videos  for  American  Licorice  products

 For  example,

 we  have  recently  found   Red  Vines  candy  reviews  on  the  YouTube  Kids  app  as  well,

 such  as  “Red  Vines  Original   Red  Twists  review

”       Please  note  that  we  did  not  do  an  exhaustive  search  of  YouTube  Kids  for  all  American   Licorice  Company  products

 We  only  searched  for  Sour  Punch  products  to  demonstrate   the  prevalence  of  American  Licorice  Company  marketing  on  YouTube  Kids  which  violates   your  pledge

 We  urge  you  to  conduct  a  thorough  review  of  YouTube  Kids  and  remove  all   of  the  marketing  for  your  company’s  products

      We  realize  that  you  may  not  be  directly  responsible  for  the  placement  of  some  of  these   commercials  and  promotional  videos  on  the  YouTube  Kids  app

 However,

 you  are   responsible  for  ensuring  your  products  are  not  marketed  to  children  under  twelve  in   accordance  with  your  CFBAI  pledge

 We  ask  therefore  that  you  work  with  Google  to   remove  any  marketing  for  Sour  Punch  products—and  any  other  American  Licorice   Company  products—from  YouTube  kids

 We  also  request  that  you  continue  to  monitor   YouTube  Kids  to  ensure  that  American  Licorice  Company  is  meeting  its  CFBAI   commitment  moving  forward

                  4

 https://itunes

com/us/app/youtube-­‐kids/id936971630

Sincerely,

    Josh  Golin             Jeff  Chester   Executive  Director           Executive  Director   Campaign  for  a  Commercial-­‐Free  Childhood     Center  for  Digital  Democracy   89  South  Street,

 Suite  403         1621  Connecticut  Ave

 Suite  500   Boston,

 MA  02111           Washington,

 DC  20009   (617)  896-­‐9368           (202)  986-­‐2220         cc:  Donald  S

 Clark,

 Secretary  of  the  Commission,

 Federal  Trade  Commission     Michael  Kelly,

 Media  &  Consumer  Communications  Manager,

 American  Licorice   Company   Elaine  D

 Kolish,

 Vice  President  &  Director,

 Children's  Food  and  Beverage  Advertising   Initiative,

 Council  of  Better  Business  Bureaus  

Daniel  S

 Schwartz,

 CEO   Burger  King  Corporation   5505  Blue  Lagoon  Drive     Miami,

 Florida  33126     November  24,

 2015     Re:  Violation  of  CFBAI  Pledge  on  YouTube  Kids     Dear  Mr

 Schwartz,

    As  a  participant  in  the  Children’s  Food  and  Beverage  Advertising  Initiative  (CFBAI)  Burger   King  Corporation  has  committed  to  “feature  only  foods  that  meet  CFBAI’s  uniform   nutrition  criteria”  when  advertising  to  children  under  twelve

  however,

 that  there  is  considerable  marketing  of  your  company’s  products  that  do  not   meet  the  CFBAI  criteria  on  Google’s  YouTube  Kids  app

 We  also  believe  that  Google  and   advertisers  are  working  together  to  create  branded  content  for  your  products  for   YouTube  knowing  it  will  be  available  on  YouTube  Kids

 Because  this  app’s  intended   audience  is  clearly  children  under  twelve,

 this  marketing  violates  your  pledge

  Consequently  we  ask  that  you  contact  Google  and  ask  that  they  remove  any  and  all   marketing  for  Burger  King  products  that  do  not  meet  the  CFBAI’s  nutrition  criteria

  Further,

 we  request  that  you  take  any  and  all  necessary  steps  to  prevent  advertising   your  non-­‐complying  products  on  YouTube  Kids  or  other  child-­‐directed  platforms

      According  to  the  Council  of  Better  Business  Bureaus,

 “CFBAI’s  requirements  apply  to   child-­‐directed  ads  on  TV,

 print,

 radio,

 internet,

 interactive  games  (including   advergames),

 tablets,

 smartphones,

 video  games,

 computer  games,

 DVDs  and  word-­‐of-­‐ mouth

”2  Whether  marketing  is  considered  directed  to  children  under  twelve  is   determined  by  a  variety  of  factors,

 including  target  audience  and  overall  impression  of   the  site

 When  Google  launched  the  YouTube  Kids  app  on  February  23,

 2015,

 the   company  described  it  as  “the  first  Google  product  built  from  the  ground  up  with  little   ones  in  mind

 the  app—a  simplified  version  of  YouTube  designed   specifically  for  young  children—is  categorized  as  intended  for  children  ages  five  and   1

 Children’s  Food  &  Beverage  Advertising  Initiative  Foods  and  Beverages  that  Meet  the  CFBAI  Category-­‐ Specific  Uniform  Nutrition  Criteria  that  May  Be  in  Child-­‐Directed  Advertising,

 available  at   https://www

org/globalassets/shared/media/cfbai/cfbai-­‐product-­‐list-­‐june-­‐2015_final

 Foods  that   meet  these  criteria  are  specifically  listed

  2  https://www

org/globalassets/local-­‐bbbs/council-­‐113/media/cfbai/audience-­‐definitions-­‐aug-­‐ 2014

pdf     3  Introducing  the  newest  member  of  our  family,

 the  YouTube  Kids  app—available  on  the  Google  Play  and   the  App  Store,

 Official  YouTube  Blog  (Feb

 2015),

 available  at  http://youtube-­‐ global

 any  Burger  King   marketing  on  YouTube  Kids  should  only  be  for  products  that  meet  the  CFBAI  nutrition   standards

      During  the  period  of  May  8,

 2015  through  June  30,

 2015,

 Campaign  for  a  Commercial-­‐ Free  Childhood  (CCFC)  and  the  Center  for  Digital  Democracy’s  (CDD)  reviewed  YouTube   Kids  and  conducted  searches  for  promotions  of  Burger  King  products  that  would  violate   the  CFBAI  nutrition  standards

 These  included  promotions  for  fries,

 soda,

 Whoppers,

  and  other  sandwiches

 First,

 we  identified  a  product  or  brand  that  should  not  be   advertised  to  children  using  the  CFBAI  guidelines

 Next,

 using  the  app’s  search  function,

  we  ran  searches  for  the  identified  product

 We  located  sixty-­‐one  television  commercials   for  products  that  Burger  King  has  pledged  not  to  advertise  to  children

 In  addition,

 we   found  thirteen  videos  clearly  designed  to  promote  prohibited  Burger  King  products

 For   example,

 we  found  a  video  entitled  “Frozen  Elsa  Turns  Into  a  Monster  High  Doll

!   DisneyCarToys  Spiderman  at  Burger  King  Barbie  Restaurant”  which  depicts  Spiderman  as   a  Burger  King  employee  who  sells  burgers  and  fries  to  multiple  characters  including  Elsa   from  Disney’s  Frozen

    Recently,

 we  conducted  another  round  of  searches  to  see  if  recent  changes  announced   by  Google  to  YouTube  Kids  had  done  anything  to  limit  the  prevalence  of  food  marketing   videos  on  the  app

 Using  the  same  methodology,

 we  found  numerous  product   promotion  videos  for  Burger  King  products  still  available  on  the  YouTube  Kids  app

 For   example,

 we  found  “Burger  King  Chicken  Fries  REVIEW

!  #ChickenFriesAreBack”  a  video   in  which  the  narrator  proclaims,

 “they  look  nice…they  feel  nice…these  are  tasty

”       Please  note  that  we  did  not  do  an  exhaustive  search  of  YouTube  Kids  for  all  Burger  King   products  that  do  not  meet  CFBAI  standards

 We  only  searched  for  certain  products  to   demonstrate  the  prevalence  of  Burger  King  marketing  on  YouTube  Kids  which  violates   your  pledge

 We  urge  you  to  conduct  a  thorough  review  of  all  of  your  marketing  on   YouTube  Kids  and  remove  all  of  the  marketing  for  products  that  do  not  meet  the  CFBAI   criteria

      We  realize  that  you  may  not  be  directly  responsible  for  the  placement  of  some  of  these   commercials  and  promotional  videos  on  the  YouTube  Kids  app

 However,

 you  are   responsible  for  ensuring  your  products  that  do  not  meet  CFBAI  standards  are  not   marketed  to  children  under  twelve

 We  ask  therefore  that  you  work  with  Google  to   remove  any  marketing  for  fries,

 sodas,

 and  Whoppers—and  any  other  Burger  King   products  that  do  not  meet  the  nutrition  standards—from  YouTube  kids

 We  also  request   that  you  continue  to  monitor  YouTube  Kids  to  ensure  that  Burger  King  is  meeting  its   CFBAI  commitment  moving  forward

    Sincerely,

    Josh  Golin             Jeff  Chester   Executive  Director           Executive  Director   4

 https://itunes

com/us/app/youtube-­‐kids/id936971630

Campaign  for  a  Commercial-­‐Free  Childhood     Center  for  Digital  Democracy   89  South  Street,

 Suite  403         1621  Connecticut  Ave

 Suite  500   Boston,

 MA  02111           Washington,

 DC  20009   (617)  896-­‐9368           (202)  986-­‐2220         cc:  Donald  S

 Clark,

 Secretary  of  the  Commission,

 Federal  Trade  Commission     Eric  Hirschhorn,

 Chief  Marketing  Officer,

 Burger  King  Corporation   Elaine  D

 Kolish,

 Vice  President  &  Director,

 Children's  Food  and  Beverage  Advertising   Initiative,

 Council  of  Better  Business  Bureaus      

Denise  M

 Morrison,

 CEO   Campbell  Soup  Company   760  Industrial  Drive     Stockton,

 CA  95206     November  24,

 2015     Re:  Violation  of  CFBAI  Pledge  on  YouTube  Kids     Dear  Ms

 Morrison,

    As  a  participant  in  the  Children’s  Food  and  Beverage  Advertising  Initiative  (CFBAI)   Campbell  Soup  Company  has  committed  to  “feature  only  foods  that  meet  CFBAI’s   uniform  nutrition  criteria”  when  advertising  to  children  under  twelve

 however,

 that  there  is  considerable  marketing  of  your  company’s  products   that  do  not  meet  the  CFBAI  criteria  on  Google’s  YouTube  Kids  app

 We  also  believe  that   Google  and  advertisers  are  working  together  to  create  branded  content  for  your   products  for  YouTube  knowing  it  will  be  available  on  YouTube  Kids

 Because  this  app’s   intended  audience  is  clearly  children  under  twelve,

 this  marketing  violates  your  pledge

  Consequently  we  ask  that  you  contact  Google  and  ask  that  they  remove  any  and  all   marketing  for  Campbell’s  products  that  do  not  meet  the  CFBAI’s  nutrition  criteria

  Further,

 we  request  that  you  take  any  and  all  necessary  steps  to  prevent  advertising   your  non-­‐complying  products  on  YouTube  Kids  or  other  child-­‐directed  platforms

    According  to  the  Council  of  Better  Business  Bureaus,

 “CFBAI’s  requirements  apply  to   child-­‐directed  ads  on  TV,

 print,

 radio,

 internet,

 interactive  games  (including   advergames),

 tablets,

 smartphones,

 video  games,

 computer  games,

 DVDs  and  word-­‐of-­‐ mouth

”2  Whether  marketing  is  considered  directed  to  children  under  twelve  is   determined  by  a  variety  of  factors,

 including  target  audience  and  overall  impression  of   the  site

 When  Google  launched  the  YouTube  Kids  app  on  February  23,

 2015,

 the   company  described  it  as  “the  first  Google  product  built  from  the  ground  up  with  little   ones  in  mind

 the  app—a  simplified  version  of  YouTube  designed   specifically  for  young  children—is  categorized  as  intended  for  children  ages  five  and   1

 Children’s  Food  &  Beverage  Advertising  Initiative  Foods  and  Beverages  that  Meet  the  CFBAI  Category-­‐ Specific  Uniform  Nutrition  Criteria  that  May  Be  in  Child-­‐Directed  Advertising,

 available  at   https://www

org/globalassets/shared/media/cfbai/cfbai-­‐product-­‐list-­‐june-­‐2015_final

 Foods  that   meet  these  criteria  are  specifically  listed

  2  https://www

org/globalassets/local-­‐bbbs/council-­‐113/media/cfbai/audience-­‐definitions-­‐aug-­‐ 2014

pdf     3  Introducing  the  newest  member  of  our  family,

 the  YouTube  Kids  app—available  on  the  Google  Play  and   the  App  Store,

 Official  YouTube  Blog  (Feb

 2015),

 available  at  http://youtube-­‐ global

 any  Campbell’s   marketing  on  YouTube  Kids  should  only  be  for  products  that  meet  the  CFBAI  nutrition   standards

      During  the  period  of  May  8,

 2015  through  June  30,

 2015,

 Campaign  for  a  Commercial-­‐ Free  Childhood  (CCFC)  and  the  Center  for  Digital  Democracy’s  (CDD)  reviewed  YouTube   Kids  and  conducted  searches  for  promotions  of  Campbell  products  that  would  violate   your  CFBAI  pledge  not  to  engage  in  child-­‐directed  advertising

 These  included   promotions  for  Campbell’s  brand  Chicken  Noodle  and  Chicken  and  Stars  Soups

 First,

 we   identified  a  product  or  brand  that  should  not  be  advertised  to  children  using  the  CFBAI   guidelines

 Next,

 using  the  app’s  search  function,

 we  ran  searches  for  the  identified   product

 We  located  twelve  television  commercials  for  Campbell’s  brand  Chicken   Noodle  Soup

 In  addition,

 we  found  two  videos  clearly  designed  to  promote  Campbell’s   brand  Chicken  Noodle  and  Chicken  and  Stars  Soups

 For  example,

 we  found  a  video   entitled  “Chicken  &  Stars  Soup-­‐Food  Network”  in  which  a  narrator  proclaims,

 “Chicken   &  Stars  is  great  chicken  broth

 It’s  got  tiny  little  star  pasta  in  it,

 fresh  carrots,

 and  great   chicken

 we  conducted  another  round  of  searches  to  see  if  recent  changes  announced   by  Google  to  YouTube  Kids  had  done  anything  to  limit  the  prevalence  of  food  marketing   videos  on  the  app

 Using  the  same  methodology,

 we  found  numerous  product   promotion  videos  for  Campbell  products  still  available  on  the  YouTube  Kids  app

 For   example,

 we  found  numerous  product  reviews  for  Campbell’s  Pepperidge  Farm  brand,

  specifically  for  Milano  cookies

 For  example,

 one  product  review  is  entitled  “Pepperidge   Farm  Lemon  Chocolate  Cookies-­‐Limited  Edition  Review

”     Please  note  that  we  did  not  do  an  exhaustive  search  of  YouTube  Kids  for  all  Campbell’s   products  that  do  not  meet  CFBAI  standards

 We  only  searched  for  Campbell’s  brand   Chicken  Noodle  and  Chicken  and  Stars  Soups  products  to  demonstrate  the  prevalence  of   Campbell’s  marketing  on  YouTube  Kids  which  violates  your  pledge

 We  urge  you  to   conduct  a  thorough  review  of  all  of  your  marketing  on  YouTube  Kids  and  remove  all  of   the  marketing  for  products  that  do  not  meet  the  CFBAI  criteria

      We  realize  that  you  may  not  be  directly  responsible  for  the  placement  of  some  of  these   commercials  and  promotional  videos  on  the  YouTube  Kids  app

 However,

 you  are   responsible  for  ensuring  your  products  that  do  not  meet  CFBAI  standards  are  not   marketed  to  children  under  twelve