The Children's Advertising Review Unit (CARU), an industry self-regulatory body, continues its efforts to prevent advertising for PG-13 rated movies from being aimed at audiences of young children.
Pursuant to an agreement reached earlier this year with the Motion Picture Association of America (MPAA), CARU has referred ads for two PG-13 rated movies to the MPAA for a determination as to whether the films should be advertised to children.
CARU said it was making the referrals after an ad for the movie "The Mummy: Tomb of the Dragon Emperor," a Universal Pictures film that was rated PG-13 for "adventure action and violence," aired on Nick Toons, and advertising for the movie "The Rocker," rated PG-13 for "drug and sexual references, nudity and language," appeared during children's programming on the Cartoon Network.
CARU's Self-Regulatory Program for Children's Advertising states that advertisers "should take care to assure that only age appropriate videos, films and interactive software are advertised to children, and if an industry rating system applies to the product, the rating label is prominently displayed."
The referrals fall under an agreement struck by CARU and the MPAA, which cover ads for films rated PG-13, R or NC017 that run in any medium primarily directed to children under 12. CARU agreed to first attempt to determine whether an ad placement was intentional, and if it was found to have been unintentional, to ask the advertiser to pull its ad and ensure the placement did not reoccur.
If an ad placement in children's media was deemed to have been intentional, CARU agreed to refer the matter to the MPAA Advertising Administration, which pledged to determine whether the film at issue "is appropriate to be advertised to children."