FTC Advertising Literacy Forum

FTC's Satellite Building Conference Center
601 New Jersey Avenue, NW, Washington, DC
March 12, 2009
9:30 a.m. to 3:30 p.m.
http://www.ftc.gov/bcp/workshops/aditup/

The Federal Trade Commission staff will host a workshop on March 12, 2009 to gather input for its advertising literacy initiative, which will educate and empower tweens to be better informed consumers of information. This initiative seeks to raise awareness among tweens, or preadolescents, about advertising and marketing messages; improve their ability to read, analyze, and appreciate advertisements; and show them the benefits of being an informed consumer. The initiative addresses interest from Congress, researchers, parents, and consumer groups about kids as consumers in a commercial world.

At the workshop, experts on advertising and marketing to kids will discuss a range of issues, including what children experience in the commercial world, what they should know to navigate in it, and what they understand about their experiences. More information on the workshop will be available soon. It is free and open to the public, and it will be held at the FTC's Satellite Building Conference Center, 601 New Jersey Avenue, NW, Washington, DC from 9:30 a.m. to 3:30 p.m.

The Federal Trade Commission works for consumers to prevent fraudulent, deceptive, and unfair business practices and to provide information to help spot, stop, and avoid them. To file a complaint in English or Spanish, visit the FTC's online Complaint Assistant or call 1-877-FTC-HELP (1-877-382-4357). The FTC enters complaints into Consumer Sentinel, a secure, online database available to more than 1,500 civil and criminal law enforcement agencies in the U.S. and abroad. The FTC's Web site provides free information on a variety of consumer topics.

Here's the agenda:

9:00 Registration

9:30 Introduction
Carolyn Shanoff, Associate Director, Division of Consumer and Business Education

9:45 What do kids experience in the commercial world?
Moderator: Mary Engle, Acting Deputy Director, Bureau of Consumer Protection

  • Sheila Millar, Partner, Keller and Heckman LLP
  • Janet Oak, Managing Director, Just Kid, Inc.
  • Kelly Peña, Vice President, Disney Channel Worldwide Brand Research
  • Jerome Williams, F.J. Heyne Centennial Professor in Communication, Department of Advertising, University of Texas at Austin

11:00 Break
11:15 What do kids understand about their experience in the commercial world?
Moderator: Lesley Fair, Attorney, Division of Consumer and Business Education

  • Brett Berk, Youth Researcher
  • Sandra Calvert, Chair and Professor, Department of Psychology, Georgetown University
  • Mary McIlrath, Vice President of Qualitative Research, C&R Research
  • Kathryn Montgomery, Professor, Public Communication Division, School of Communication, American University

12:30 Lunch

1:45 What do kids need to know to navigate in this world?
Moderator: Eileen Harrington, Acting Director, Bureau of Consumer Protection

  • Tessa Jolls, President and CEO, Center for Media Literacy
  • Wayne Keeley, Director, Children's Advertising Review Unit, Council of Better Business Bureaus
  • David Kleeman, President, American Center for Children and Media
  • Debbie Solomon, Managing Director, Business Planning, Mindshare
  • Jane Tallim, Executive Co-Director, Media Awareness Network

3:15 Closing Remarks
Nat Wood, Assistant Director, Division of Consumer and Business Education

MEDIA CONTACT:
Betsy Lordan
Office of Public Affairs
202-326-3707
STAFF CONTACT:
Jennifer Leach
Bureau of Consumer Protection
202-326-3203