BBB National Programs Archive

CARU Recommends Bandai Modify Broadcast Advertising for Tamagotchi

New York, NY – March 4,  2015 – The Children’s Advertising Review Unit has recommended that  Bandai America Inc., modify broadcast advertising for the company’s “Tamagotchi” toys to ” to adequately disclose that batteries are not included.

CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

Tamagotchi is a small electronic screen worn as a pendant that is intended to be a “digital pet.” A Tamagotchi is powered by two AAA batteries.

CARU’s guidelines state that material disclosures are necessary in instances where an item essential to the use of the product is not included. The guidelines specifically state that when batteries are not included, this fact should be disclosed.

In response to CARU’s inquiry, the advertiser confirmed that the broadcast advertising at issue did not include an audio disclosure to advise that batteries are not included.  Bandai stated that it would be sure to clearly disclose such material information in future advertisement and, should the same spot run again, would add an audio voiceover.