A Comparison of Children's and Prime-Time Fine-Print Advertising Disclosure Practices

Abstract The authors compare the fine-print disclosures in children's Saturday morning television commercials with disclosures in prime-time commercials aimed at more mature audiences. The prevalence of fine-print disclosures in the two venues is compared, as well as the placement, duration, and informational characteristics of the disclosures. Statistical differences between Saturday morning and prime-time ad disclosures suggest that advertisers differentiate between audience types in the use and execution of fine-print disclosures. However, the differences do not necessarily suggest that the messages are reaching either audience group effectively. The findings have implications for how advertisers, regulators, and media firms might change fine-print disclosure practices in children's TV advertisements.