CARU Finds Advertising For Rip Rider 360 Fully Substantiated
New York, NY – Dec. 15, 2009 – The Children’s Advertising Review Unit of the Council of Better Business Bureaus (CARU) has determined that broadcast advertising for the Rip Rider 360, marketed by Razor USA LLC, accurately depicts the toy’s performance.
Advertising for the product came to the attention of CARU, the children’s advertising industry’s self-regulatory forum, through CARU’s routine monitoring practices.
Upon initial inquiry, CARU questioned whether the product – a caster tricycle designed to allow the rider to spin on the front wheel, accurately depicted the product’s capabilities. The advertising featured a visual of child spinning on the Rip Rider 360 as the background scenery moved rapidly behind him.
CARU questioned whether the advertising at issue accurately demonstrated the product’s performance, or whether the visual had been accelerated to present the appearance of greater speed.
Following its review of the evidence in the record, including storyboards, CARU determined that the commercial was shot in real time and did show the product as it is used by consumers.
CARU noted in its decision that it appreciated the participation of Rip Rider LLC in the self-regulatory process.
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