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Last Fall, when Hasbro agency Griffin Bacal, N.Y., planned to include a Web site address in a TV spot for Tonka Search & Rescue, they ran into a slight problem.
ABC, CBS and Fox simply forbade it.
Fearing that they would guide unsuspecting children into the hands of the unknown, the networks balked at running URLs, or Web addresses, even as clients and agencies were making the Web an integral part of marketing strategies.
Since then, television networks have relaxed dramatically their stance on the inclusion of Web sites in TV spots.
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