CARU Recommends Maya Group Modify Broadcast Advertising; Company Agrees to Do So

New York, NY – Jan. 7,  2015 – The Children’s Advertising Review Unit has recommended that the Maya Group, which markets the “Make Your Case” phone case maker, modify broadcast advertising to better disclose the items included with initial purchase.

CARU is an investigative unit of the advertising industry’s system of self-regulation.  It is administered by the Council of Better Business Bureaus.

A 30-second television advertisement for the “Make Your Case” phone case maker came to CARU’s attention through CARU’s routine monitoring of advertising directed to children.

The toy allows users to mold telephone cases from silicone and comes with the case maker, two silicone refills, three iPhone molds, four pre-made cases, and sticker sheets.

The commercial depicts children pouring silicone liquid into a mold, and cases embellished by spin art, design tape, needlepoint and stickers..

The island shot depicts the “Make Your Case” box and toy, two colorful silicone liquids, six molds and stickers and a case made with needlepoint.  During the island shot, the voiceover states: “Comes with all you need to decorate, personalize and make your case.”

The island shot is accompanied by a small super that states: “Each sold separately.”

CARU was concerned that children viewing the commercial might be confused about what items come with the initial purchase of the toy.

Following CARU’s inquiry, the advertiser said that it understood CARU’s concerns and would modify the island shot and add a voiceover to clarify that “Makers, Refills and Decorator Sets” are each sold separately.