CARU Recommends Ontel Modify Ad Claims for “Dream Lites,” Including ‘Restful Sleep’ Claims

New York, NY – Jan. 3,  2013 – The Children’s Advertising Review Unit has recommended that Ontel Products modify advertising for “Dream Lites” pillows, a product advertised as nightlights that promote restful sleep.

CARU is an investigative unit of the advertising industry self-regulatory system. It is administered by the Council of Better Business Bureaus.

The advertising at issue aired during children’s programming and featured several bedtime vignettes, as well as claims that the product helps “promote a restful night’s sleep.”

The advertiser did not submit substantiation for its advertising claims, although it stated it believed the claims to be true.

Given the absence of substantiation, the advertiser agreed to discontinue the claims at issue.

Further, the advertiser said it would modify the advertising to include an audio disclosure that batteries are not included.

Ontel, in its advertiser’s statement, said the company “is appreciative of the opportunity to have participated in the CARU self-regulatory process.  As such, we appreciate CARU’s concerns and have agreed to modify our Dream Lites television advertisement accordingly.”