CARU Recommends KEE Action Sports Modify Broadcast Advertising to Better Depict Adult Supervision
New York, NY – June 28, 2013 – The Children’s Advertising Review Unit has recommended that KEE Action Sports modify broadcast advertising for the company’s paintball products, JT Splatmaster pistols, shotguns and accessories.
CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
Advertising for the product came to the attention of CARU through its routine monitoring of advertising directed to children. The commercial aired during children’s programming.
The advertising at issue opens with two teens in the family backyard, playing near their mother, who is gardening. The action shifts to a fantasy sequence in a forest setting and then again to the backyard.
A voiceover states at the close of the commercial: “You can look for JT Splatmaster in the sporting goods section at these fine retailers or at JTSplatMaster.com. Must be 18 or older to purchase. Adult supervision required. Accessories sold separately. Optix goggles must be worn at all times.”
At the bottom of the screen, in small, white print, it states, : “For ages 9 and up. Must be 18 or older to purchase. Adult supervision required. JT SplatMaster and accessories sold separately. Optix Goggles must be worn at all times.”
CARU questioned whether the advertising adequately disclosed and depicted adult supervision.
KEE, in receipt of CARU’s inquiry, argued that the advertising did adequately depict adult supervision. However, the company noted, the ad is no longer running “and we do not anticipate its use in future television campaigns.”
“If our plans change with respect to the use of the advertisement or if we run other television commercials during children’s programming, KEE will continue to endeavor to comply with CARU’s Self-Regulatory Program for Children’s Advertising, including causing our ads to clearly reflect the need for adult supervision,” the company said.
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