BBB National Programs Archive

CARU Recommends Idea Village Add New Disclosure to ‘Bright Light Pillow’ Advertising; Company Agrees to Do So

New York, NY – Nov. 14,  2012 – The Children’s Advertising Review Unit has recommended that Idea Village Products Corp., which markets the Bright Light Pillow more clearly disclose to children that batteries are not included in the purchase of the product.

CARU is an investigative unit of the advertising industry’s self-regulatory system and is administered by the Council of Better Business Bureaus. Broadcast advertising for the product came to the attention of CARU through CARU’s routine monitoring of advertising and websites directed to children.

Broadcast advertising for the product depicted use of the pillow in several vignettes, but featured only a small written super to inform viewers that batteries were not included.

The company, upon receiving CARU’s initial inquiry, said it was unaware that it needed a audio voiceover to adequately communicate the disclosure to children.

The company agreed to add the necessary disclosure and said it appreciated CARU’s review of its advertising.