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CARU
Sends Hulk to MPAA for Kids’ Ad Call
John Eggerton
Broadcasting & Cable
July 3, 2008
The Children’s
Advertising Review Unit of the Better Business Bureau
continued to take issue with TV ads for some big-ticket
theatrical summer releases.
The Incredible Hulk
The latest was The Incredible Hulk, which CARU said was
advertised during Nickelodeon’s SpongeBob SquarePants
and referred to the Motion Picture Association of
America for its decision on whether the marketing
violates its own advertising self-regulation limiting
the advertising of some PG-13 films.
CARU feels that PG-13 movies should not be advertised
during TV shows with audiences primarily 12 years old
and under. In the case of The Incredible Hulk, it
pointed out that the movie has a warning for “intense
action violence, some frightening sci-fi images and
brief suggestive content.”
Studios have argued that the movies aren’t de facto
unsuitable for kids, and that kids can watch them with
parental guidance.
In recent weeks, CARU referred ads for Get Smart,
Indiana Jones and the Kingdom of the Crystal Skull and
Iron Man.
In March, CARU reached an agreement with the MPAA in
which it will refer advertisers that intentionally place
PG-13 ads during kids’ shows to the MPAA to determine
whether they have violated movie-industry guidelines for
such advertising. Previously, CARU was making that
determination. |
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