BBB National Programs Archive
CARU Recommends Razor Modify Advertising To Depict Adult Supervision; Company Agrees To Do So
New York – March 4, 2011 – The Children’s Advertising Review Unit of the Council of Better Business Bureaus has recommended that Razor USA LLC modify broadcast advertising for the “Ground Force Drifter” go-cart to clearly depict adult supervision. The company agreed to do so.
Advertising for the product came to the attention of CARU, the children’s advertising industry’s self-regulatory forum, through CARU’s routine monitoring of advertising directed to children.
The commercial opened with a night scene of a car speeding and skidding on an outdoor cement surface as the announcer stated: “Check out the all new Ground Force Drifter.”
The next scene was a still shot of the Drifter, an electric powered go-cart, in what appears to be an empty warehouse. The following scene showed three boys racing each other and spinning on Drifters inside and outside the warehouse area.
The announcer continued: “The Ground Force Drifter gives an incredible drifting experience. It is one awesome drifting ride.” A video super appeared at the bottom of the screen that stated: “Ride within your limits.”
CARU’s guidelines state that “[a]dvertisements should not portray adults or children in unsafe situations or in acts harmful to themselves or others. For example, when an activity would be unsafe without adult supervision, supervision should be depicted.”
Following its review of the evidence in the record, CARU determined that the commercial did not adequately depict adult supervision.
In response to CARU’s initial inquiry, the advertiser stated that it would incorporate visual depictions of “adult supervision” as appropriate in future advertising.