BBB National Programs Archive

CARU Recommends Church & Dwight Discontinue Ads For ‘OrajeL’ Product During Children’s Programming

New York, NY – Dec.  10, 2008 – The Children’s Advertising Review Unit of the Council of Better Business Bureaus, Inc., has recommended Church & Dwight discontinue advertising for Orajel Toddler Training Toothpaste, a product labeled “keep out of the reach of children,”  during children’s television programming hours. The company, which recently acquired the brand, has agreed to do so.

Television advertising for the product aired during children’s programming hours and came to the attention of CARU, the children’s advertising industry’s self-regulatory forum, through CARU’s ongoing monitoring.

The advertising in question features a young child brushing his teeth, while a voiceover discusses the benefits of the Orajel toothpaste.  There is no parental presence or adult supervision in the commercial, although it is stated that “moms” want the product.” The label on the product stated “Keep out of the reach of children” and the warning was also noted on the Orajel Website.

In its initial inquiry, CARU questioned the appropriateness of advertising a product directly to children that is labeled “keep out of the reach of children.”

In response to CARU’s inquiry, the advertiser noted that it had recently purchased Del Laboratories, the previous owner of Orajel Toddler Training Toothpaste, among other products. In addition to the brands, Church & Dwight also acquired the relevant advertising placement schedules.  The company confirmed its understanding that children’s products that bear the cautionary statement, “Keep out of the reach of children,” may not be advertised during children’s programming and said it would discontinue all advertising for the product during children’s programming.

In its advertiser’s statement, the company said it “thanks CARU for fully comprehending the situation and is pleased to be part of the self-regulatory process.”