BBB National Programs Archive
CARU Recommends Hyperion, an Imprint of Disney Book Group Avoid Advertising ‘WARP’ Series to Children
New York, NY – Oct. 22, 2013– The Children’s Advertising Review Unit has recommended that Hyperion, an imprint of Disney Book Group avoid advertising the young-adult book series “W.A.R.P” to children. The company has agreed to do so.
CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
Broadcast advertising for the initial book in the series “W.A.R.P. The Reluctant Assassin,” aired during children’s programming at 4 p.m. The advertising featured a frightened child who yelled “he’s coming, the magician, death itself.” The series is intended for readers over the age of 12. CARU guidelines direct that advertisers should not portray behavior inappropriate for children or include material that could unduly frighten or provoke anxiety in children.
In response to CARU’s inquiry, Hyperion stated that the advertisement was placed by an outside advertising agency. Hyperion maintained that it had no intention of airing the ad during children’s programming and has subsequently initiated additional controls when using outside agencies for television advertising.
Further, the company noted, the ad is no longer being aired.