CARU Recommends Street Surfing Modify Scooter Advertising To Depict Proper Safety Equipment; Company Agrees To Do So

New York – Jan. 24, 2011 – The Children’s Advertising Review Unit of the Council of Better Business Bureaus has recommended that Street Surfing modify broadcast advertising for the company’s “Whiplash Scooter” to depict the use of appropriate safety gear. The company has agreed to do so.

Broadcast advertising for the product came to the attention of CARU – the children’s advertising industry’s self-regulatory forum – through CARU’s routine monitoring of advertising directed to children.

The 30-second commercial featured two boys – one larger, more hip and wearing only a helmet as he rode a caster scooter, and the other one smaller, nerdier and outfitted with a helmet and knee- and elbow-pads as he rode a traditional scooter. The advertisement featured a collision between the boys, which produced a third boy who – wearing only a helmet – who did tricks on his Whiplash Scooter as the other boys looked on.

CARU questioned whether the advertising at issue depicted appropriate use of safety equipment. CARU’s Self-Regulatory Program for Children’s Advertising includes guidelines on “Unsafe and Inappropriate Advertising to Children,” which state in part that “proper precautions and safety equipment” should be depicted in advertising that shows physical activities.

In response to CARU’s inquiry, Street Surfing informed CARU that the commercial’s broadcast flight had ended, but that it would take CARU’s concerns into consideration in any future advertising campaigns.