FTC: Review Movie Marketing to Kids
Michelle R. Smith
Associated Press
January 9, 2008
PROVIDENCE, R.I. — The Federal Trade Commission is
urging the Motion Picture Association of America to
reconsider guidelines that allow some PG-13 movies to be
marketed to young children, following a complaint by an
advocacy group that the blockbuster film "Transformers"
was inappropriately advertised to children as young as
2.
It also is urging toy manufacturers, fast-food chains
and retailers to review how they sell movie-based toys
to young children.
In a complaint last summer, the Campaign for a
Commercial-Free Childhood said the "Transformers" movie
was advertised during the shows "Fairly Odd Parents" and
"Jimmy Neutron," both rated by the television industry
as TV-Y, or for all children, including those as young
as 2. The movie, based on Hasbro Inc.'s line of "robots
in disguise" toys, is rated PG-13 for intense sequences
of sci-fi action violence, brief sexual humor and
language.
In a letter sent this week to the Boston-based advocacy
group, FTC Associate Director Mary K. Engle said the
MPAA doesn't have specific guidelines on where PG-13
movies can and can't be advertised, instead it considers
each movie on a case-by-case basis.
"A more explicit policy, incorporating objective
criteria, would provide better guidance to industry
members and ensure that PG-13 movies are not marketed in
a manner inconsistent with the rating," she wrote.
While the FTC suggests industry groups review their
policies, it did not force them to take any action, a
decision the Campaign for a Commercial-Free Childhood
called "disheartening."
The MPAA oversees movie ratings and is the industry's
primary advocacy group. A PG-13 rating is a caution to
parents that a film might not be suitable for a child
under age 13 because of violence, nudity or other
elements.
The letter suggests the MPAA could follow the lead of
the video game industry, which takes into account the
age of the TV audience when advertising games for more
mature children.
Seth Oster, MPAA's executive vice president, said the
association's existing rules were stricter than those in
the video game industry because each piece of
advertising was evaluated separately. If there is cause
for concern, the MPAA will restrict where or when the ad
can be shown, something that's done frequently, he said.
The MPAA has voluntarily barred advertising R-rated
movies to children, but treats PG-13 movies differently
because the rating is a suggestion, unlike an R-rating
that prohibits viewers under 17.
Oster pointed out that the FTC advocates self-regulation
for the movie industry, and said the MPAA would take the
letter as constructive feedback from the commission.
"We take this issue very seriously," he said.
Pawtucket-based Hasbro did not immediately return
requests for comment Wednesday.