CARU Examines SunCore Advertising for ‘WhoNu?Cookie’

New York, NY – Nov. 29, 2012 – The Children’s Advertising Review Unit said it is pleased that Suncore Products, LLC, maker of “WhoNu? Nutrient Rich Cookies,” will modify media-buying practices to assure that future advertising for the product will not run during programming with a significant child viewership.

CARU is an investigative unit of the advertising industry’s self-regulatory system and is administered by the Council of Better Business Bureaus.
Broadcast advertising for the product came to the attention of CARU through CARU’s routine monitoring of advertising and websites directed to children.

Broadcast advertising for the product aired on a weekday during the program “Batman Beyond” at 11:30 a.m. and 6 p.m. on The Hub TV network and during the program “Team Umizoomi” at 3 p.m. on the Nickelodeon West network.
The advertising at issue came to CARU’s attention through CARU’s routine monitoring of advertising directed to children under the age of 12.

Upon initial review, CARU was concerned that children viewing the commercial would reasonably believe WhoNu? Cookies offer the nutritional equivalent of a bowl of oatmeal or a glass of milk.

SunCore asserted that the advertising was aimed at adults who are seeking healthy snack alternatives for their children and said it did not believe the advertising presented a message of nutritional equivalency.

Nevertheless, the company said, it would revise its media purchasing process to ensure that the advertising at issue does not run in “programming with significant dual viewership under the age of 12.”