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Battle Looms Over Euro Kid Commercials

London -- (The Hollywood Reporter)

Leading European kids networks, including Nickelodeon and Fox Kids, are prepared to unite to fight a ban on advertising to children, which could come into force across the continent as early as next year.

The ban, which could have a "devastating" effect on the children's channels business, according to Fox Kids Europe president Ynon Kreiz, has been proposed by the Swedish government, which takes over the presidency of the 15-member European Union early next year.

"We are very against it and would link up with other people to fight it, if it came to that," said Kreiz. "I don't even want to get into the implications of the no revenue, no channel, no content, no business cycle that would result [if the ban were imposed]," he added.

But he pointed out that support for a full scale ban would be unlikely, although some new restrictions would be unavoidable. The fact is that advertising for kids is a derivative of a lot of different industries and involves multi-billion dollar companies like McDonalds, Lego, Hasbro, and Kellogg's.

If anyone tried to ban it, it would have a huge impact on the way people consume," Kreiz said. "It would be very difficult to implement."


, ADWEEK. March 13, 2000.

Copyright © 2000 Adweek and BPI Communications Inc.. All rights reserved.