This paragraph leads me to believe the ads Juul purchased may have been done on a ‘package’ basis….
“The attorney general’s office said those ad purchases began in June 2015, when the product launched, and continued into 2016. Juul had the ability to put certain websites onto a “blacklist” that would prohibit ads from appearing there, according to the attorney general’s office, but the company chose not to do that.”
A packaged group of ads is a common practice in radio ads supporting a program, and may also be used, perhaps rarely?, for TV ads. My suspicion was triggered by the word “blacklist”, which would imply an exclusion from a group of ads purchased as a package deal. In this case, the ‘package’ is of a group of media outlets; e.g. online sites.
If it were the case that Juul bought a package of online sites and other media for its ads, then it cannot be justly ruled to have targeted a specific demo group(s). If it bought ads on specific sites, individually, then it might be ruled to have targeted teens if it is likely that only/ mostly teens view those sites.
That said, it seems that the volume of Juul’s advertising on ‘other than teen media’ is pivotal to this case.
This paragraph leads me to believe the ads Juul purchased may have been done on a ‘package’ basis….
“The attorney general’s office said those ad purchases began in June 2015, when the product launched, and continued into 2016. Juul had the ability to put certain websites onto a “blacklist” that would prohibit ads from appearing there, according to the attorney general’s office, but the company chose not to do that.”
A packaged group of ads is a common practice in radio ads supporting a program, and may also be used, perhaps rarely?, for TV ads. My suspicion was triggered by the word “blacklist”, which would imply an exclusion from a group of ads purchased as a package deal. In this case, the ‘package’ is of a group of media outlets; e.g. online sites.
If it were the case that Juul bought a package of online sites and other media for its ads, then it cannot be justly ruled to have targeted a specific demo group(s). If it bought ads on specific sites, individually, then it might be ruled to have targeted teens if it is likely that only/ mostly teens view those sites.
That said, it seems that the volume of Juul’s advertising on ‘other than teen media’ is pivotal to this case.