Policy Proposal for the Federal Communications Commission (FCC) to Advocate for a Revision in CTIA Advertising Regulations on Age Requirements for Text-Based Advertising in Regulated Industries

Liberty
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Introduction

This proposal seeks to revise the Cellular Telecommunications and Internet Association (CTIA) regulation that mandates individuals be at least 21 years of age to receive text-based advertising content related to regulated industries, such as firearms. It recommends lowering the age requirement to 18, aligning with the age threshold for legal firearm ownership and purchase in many states, as well as other adult responsibilities and rights recognized at 18.

Background and Rationale

  1. Legal Age Alignment: In the United States, 18 is legally recognized as the age of adulthood, marking the threshold for various responsibilities, rights, and legal obligations. For instance, at 18, individuals can vote, serve in the military, and make binding contracts, and in many states, they can lawfully purchase firearms. Aligning CTIA’s text-based advertising age requirements with this standard would bring consistency with federal and state laws governing adulthood.
  2. Equal Access to Information: The current restriction creates an artificial barrier that prevents adults aged 18–20 from receiving lawful marketing content through text. Lowering this restriction to 18 would ensure fair access to information and opportunities, including for individuals actively involved in industries and communities affected by such regulations (e.g., hunting, sports shooting).
  3. Consumer Protection and Choice: Reducing the age requirement to 18 would allow younger adults to make informed choices by receiving relevant and lawful advertising content. The CTIA’s role in ensuring safe marketing practices can be maintained without restricting lawful access to regulated information for adults.

Proposed Action

The FCC, recognizing the alignment between state legal standards for adulthood and the age of 18, should urge the CTIA to reduce the minimum age for receiving text-based advertising from 21 to 18. This adjustment would allow compliance with both industry standards and legal benchmarks for adulthood.

Implementation and Compliance

  1. Regulated Content Tagging: To ensure continued compliance, marketers can use existing safeguards, such as tagging content for regulated industries. Text platforms can apply an 18+ filter in line with revised age verification protocols.
  2. Parental and Consumer Education: This policy change would be accompanied by campaigns to educate young adults and parents about privacy controls and opt-out features to maintain consumer autonomy over advertising preferences.
  3. Age Verification Protocols: Companies can use existing age verification systems to ensure only verified 18+ recipients receive regulated industry advertisements. This measure would maintain accountability while honoring the revised age standard.

Conclusion

Lowering the age requirement for receiving text-based advertising content in regulated industries to 18 aligns with broader legal definitions of adulthood, enhances consumer rights, and respects state and federal laws governing lawful responsibilities and activities for 18-year-olds. This policy adjustment ensures fair, lawful access to information, aligns with the maturity and legal responsibilities of young adults, and supports regulated industries’ ability to reach their lawful consumer base in a compliant, transparent manner.