BBB National Programs Archive

CARU Refers Advertising For Universal Pictures’ ‘The Mummy: Tomb of the Dragon Emperor’ To MPAA For Further Review

New York, NY – August 5,  2008 – The Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus, Inc., has referred television advertising for the Universal Pictures Marketing film “The Mummy: Tomb of the Dragon Emperor” to the Motion Picture Association of America (MPAA) for further review.

Broadcast advertising for the film, rated PG-13 by “for adventure action and violence,” aired, among other times, on Nick Toons, during the program “Avatar: The Last Airbender.”

CARU’s Self-Regulatory Program for Children’s Advertising states in part that advertisers “should take care to assure that only age-appropriate videos, films and interactive software are advertised to children, and if an industry rating system applies to the product, the rating label is prominently displayed.”

In evaluating whether the content of movie and video games are inappropriate for children CARU looks to industry ratings. According to MPAA Advertising guidelines, PG-13 films with certain content may only be advertised to particular audiences. The Advertising Administration works with film companies in targeting ads appropriately; ads for films containing mature content may not be directed toward children. 

Pursuant to an agreement with MPAA, this case has been referred to the association for further review to determine whether the film is appropriate to be advertised to children