CARU to Report Inappropriate Movie Marketing to MPAA

Will Inform Ratings Group When Ads for PG-13 Films Run in Programs for Kids Under 12

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WASHINGTON (AdAge.com) -- The ad industry's self-regulatory group today said it will inform the Motion Picture Association of America when it has found ads for PG-13 movies running in programming directed to kids under 12.

Normally the Children's Advertising Review Council reviews ads and deals with the marketers. If it can't reach agreement with marketers, it refers the dispute to the Federal Trade Commission.

However, C. Lee Peeler, president-CEO of the Advertising Review Council, which oversees CARU, said issues surrounding kids' movie ads usually are related to whether PG-13- or NC-17-rated are being advertised on inappropriate programs. Because movie ratings are voluntary, the FTC has little authority to follow up.

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"We are making sure we have some backup for our decisions," by informing the MPAA, said Mr. Peeler.

As part of its ratings process, MPAA approves not only ratings but film marketing and advertising plans. But Mr. Peeler said CARU's monitoring of advertising on kids' programs is more extensive than that of MPAA, and that the group has found advertising for PG-13 films that inappropriately advertised on shows primarily seen by children under 12. Some were simply media-buying mistakes, he said. But "this will complete the loop and provide cooperative self-regulation," he added

CARU will publicly report when it refers disputes to MPAA.

Kori Bernards, a spokeswoman for MPAA, said the group's advertising administration "will work with companies that submit films to ensure that film advertising is appropriate for certain audiences. As always, we welcome additional input," she said.
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