CARU Recommends Shred Sled Modify Advertising To Depict Use Of Safety Gear; Company Agrees To Do So

New York, NY – March 29, 2011 – The Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus, Inc., has recommended that The Shred Sled, which markets the “Shred Sled” caster board, modify broadcast advertising to depict the use of proper safety equipment.

The advertising at issue came to the attentions of CARU, the children’s advertising industry’s self-regulatory forum, through CARU’s routine monitoring practices.

The commercial featured several boys riding the Shred Sled, a “rotating board with a rotating flexible caster board,” on different types of skate ramps.  A voiceover stated that the Product allows for, “tighter turns, cooler tricks, and bigger stunts.” 

The boys featured in the commercial were not wearing helmets, knee pads, elbow pads, or wrist guards. CARU was concerned that the advertising at issue failed to adequately depict the use of safety gear, as called for by the CARU’s Self-Regulatory Program for Children’s Advertising.

In response to CARU’s inquiry, the advertiser agreed to correct any future airings and include the proper equipment.  

The company, in its advertiser’s statement, said it “ceased the airing of the commercial and will take CARU’S recommendations in any and all future advertising.”