BBB National Programs Archive

CARU Reviews ‘Keep Out of Reach of Children’ Ad for Anti-Itch Products

New York, NY – Oct. 24, 2013, 2013 – The Children’s Advertising Review Unit has recommended that Blistex, Inc., discontinue advertising the company’s “Maximum Strength Ivarest Poison Ivy Itch Cream” and “Ivarest Medicated Poison Ivy Cleansing Foam” in editions of “Boys Life” magazine that are geared to younger Boy Scouts.

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.

An advertisement for the products, which are labeled “Keep out of the reach of children.” appeared in editions of “Boys’ Life” magazine, intended for Boy Scouts aged 6 to 11. CARU’s guidelines provide that advertisers should not market to children those products that pose a safety risk to children, including products labeled, “Keep out of the reach of children.”

In response to CARU’s inquiry, Blistex said the ad was intended for inclusion in the demographic edition of “Boys’ Life” magazine for Boy Scouts ages 12-17. Due to an error on the part of Blistex’s media agency that was undetected by Blistex, the advertisement covered both demographic editions.

“Blistex agrees with the conclusion of the Children’s Advertising Review Unit in the matter of advertising for Ivarest products. As previously indicated, this advertisement was erroneously placed in the younger edition of Boys Live magazine and will not be advertised there in the future,” the company said.