BBB National Programs Archive
CARU Recommends Conair Modify Broadcast Ad for ‘Quick Twist’ to Better Disclose that Batteries Are Not Included; Company Agrees to Do So
New York, NY – Dec. 2, 2015 – The Children’s Advertising Review Unit of the Council of Better Business Bureaus (CARU) has recommended that Conair Corp., maker of the “Quick Twist” hair braiding tool, modify broadcast advertising for the product to better disclose that batteries are not included with the initial purchase.
CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
Advertising for the product came to CARU’s attention through CARU’s routine monitoring practices.
The battery-powered Quick Twist tool is sold with mini elastics, hair clips and ribbons and the 30-second commercial reviewed by CARU depicted young girls styling their hair with the available accessories.
CARU’s guidelines state that material disclosures are needed in instances where an item essential to the use of the product is not included and specifically state that when batteries are not included, this fact should be disclosed clearly. The guidelines direct that such disclosures should be conspicuous in the advertising format and media used. In television, for example, audio disclosures should be used, unless disclosures in other formats are likely to be seen and understood by the intended audience.
Following its review of the advertising at issue, CARU recommended that the company add an audio disclosure to the commercial.
In response to CARU’s inquiry, the advertiser said that it is also adding the requested voiceover. The company thanked CARU for its “diligent review in this matter.”
CARU’s inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary Self-Regulation of National Advertising. Details of the initial inquiry, CARU’s decision, and the advertiser’s response will be included in the next NAD/CARU Case Report.