Discussion Topics for EFF OPWG Meeting

June 14,1994

Issues/Questions
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Will commercial messages delivered via online services/interactive media y

systems fall under FCC regulations, which prohibit alopjiotic'^everlQe and
tobacco advertising? Or, will they fall under the protectiorToTTfieBill of
Rights like print?

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Should there be different regulatory standards since online electronic

media have features/capabilities that differ from mass print and broadcast
radio/TV?
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What will the sysop's liability be for online services relative to minors and
tobacco/alcoholic beverage commercial messages?

Should tobacco and alcoholic beverage messages, like any other product/
service topic, be available online for people who choose to receive/access
them?
Should these people have to provide proof of legal age/sign an age
declaration statement in order to access the message? In other words,
should the information be out there but with "open/read" restrictions?

Should the entire online community be advertising/commercial message free,

much like public radio/TV?
Is this economically feasible? Will it/can the necessary technology/support
be entirely funded via voluntary contributions and subscription fees?
Will that approach hinder/slow the expansion and improvement of the
community in the long-run?
Is this truly what all consumers/users would want, given that the majority of
our current media carry some kind of commercial messages (even public
radiom/)?

How do we balance the rights of a marketing company to deliver information

about its products/services to the public with the rights of consumers/users to
not have their privacy invaded?

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Source: http://industrydocuments.library.ucsf.edu/tobacco/docs/rtkn0185

 If the online community adopts a format that gives the user total control
over what content he/she is exposed to, does this infringe on a marketer's
rights?
Do all users want total control over content access? Is that too much work
or too complex? And, isn't it human nature to be curious and gain
enjoyment out of the serendipitous discoveries in life?
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If an organization/entity is sponsoring a bulletin board or forum in the online

community, does the bulletin board directory iitle or forum name play a similar
role as on-site signage at an event? Should the sponsor's name be part of
the directory title or forum name?

Should commercial message notification boxes, which help make users

aware of a message's existence and help them navigate to it, be built into
online/ interactive systems? Would these not be analogous to road
signs/billboards or an advertiser index in a magazine?

Potential Advertising Approaches/Ideas

In an interactive TV environment, it should be feasible for a tobacco company

to buy the sponsorship rights to a program, series, sporting event, forum,
etc., for those users/viewers that choose to receive tobacco information.
(This choice could be made via a screening process either when they
subscribe to the system or each time they "log on".) The balance of
users/viewers would get a "smoke free" version.
Does this sound like a viable approach to take?

As the online community develops and real-time videoconferencing allows "a

virtual event" to happen on-screen for an audience, an alcoholic beverage or
tobacco company might sponsor the event. Another option would be to have
its product(s) or Brand character (e.g. Marlboro Man) play an integral role in
the event, such as 7-Up's Spot plays in the currently available Sega Spot
game.
What are the implications of such a situation? Should this be prevented?
What restrictions should be placed on users to attend or participate in the
event? (Children and people who don't purchase products in the sponsor's
business category currently attend events sponsored by alcoholic
beverage and tobacco companies.)

Source: http://industrydocuments.library.ucsf.edu/tobacco/docs/rtkn0185