CARU Recommends Mega Brands Modify Commercial To Better Disclose That Batteries Are Not Included; Company Agrees To Do So
New York, NY – Nov. 23, 2009 – The Children’s Advertising Review Unit (CARU) has recommended that MEGA Brands modify broadcast advertising for the company’s “Battle Strikers Turbo Tops” to better disclose that batteries are not included with the initial purchase.
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.
The broadcast advertising in question featured children gathering in a park to play with Battle Strikers, which are magnetic tops. At the close of the commercial, a brief written disclosure appeared. It stated, “Batteries Not Included,” in small white print. There was no audio disclosure regarding batteries.
CARU was concerned that the commercial did not adequately inform children that batteries were not included.
The advertiser, upon receiving CARU’s inquiry, said it alerted its media-planning agency to the issue and that the commercial had been modified to include an audio disclosure.
CARU noted in its decision its appreciation for the modification. The company, in its advertiser’s statement, said it MEGA Brands “will take CARU’s decision in this case into consideration in future advertisements.”
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