New Radio Rules

"The Columbia Broadcasting System has given particular consideration to recent trends in two general types of commercial program: those which are de-signed for children, and those involving unpleasant discussions of bodily functions, bodily symptoms, or other matters which similarly infringe on good taste. In addition . . . careful study has been given to the amount of time that should be used by sponsors for their advertising messages."

With this preface CBS last week announced new radio rules for its advertising clients. The rules:

1) No more advertising of laxatives, depilatories or deodorants--effective on new business but not on existing contracts, the last of which expires next March.

2) Broad reform of children's programs. Typical new policy: "conceit, smugness, or an unwarranted sense of superiority over others less fortunate may not be presented as laudable." Banned are "programs that arouse harmful nervous reactions in the child."

3) Sponsors' announcements in evening broadcasts are limited to 10% of program time, except on 15-min. programs which are permitted an additional 40 sec. Day-time programs will be allowed 15% of the time for sales talks.

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