Antecedents of mothers’ attitudes toward the ftc’s rule for 900-number advertising directed at children

Russell N. Laczniak, Les Carlson, Ann Walsh

Research output: Contribution to journalArticle

3 Scopus citations


The purpose of the study was to examine mothers’ attitudes toward the FTC’s Rule regarding advertising that features 900 numbers. The Rule restricts advertisers from targeting children under the age of 12 with such ads unless they provide an educational service, and features a disclosure statement requiring callers under the age of 18 to have parental permission to complete the call. The Rule also obligates advertisers to disclose the cost of the call. Results of an empirical study with 179 mothers from two distinct parts of the US suggest that attitudes toward the FTC’s Rule are neutral and seem to be driven by mothers’ socialization orientations as well as familiarity with the Rule. Implications for policy makers and researchers are discussed.

Original languageEnglish (US)
Pages (from-to)49-58
Number of pages10
JournalJournal of Current Issues and Research in Advertising
Issue number2
StatePublished - Jan 1 1999


ASJC Scopus subject areas

  • Marketing

Cite this