New York, NY – April 23, 2013 – The Children’s Advertising Review Unit recommended that Razor USA LLC, which markets the Razor ProXX Scooter, modify print advertising for the product to better depict the use of safety gear. In response to CARU’s inquiry, the company said it would not place this advertisement in child-directed publications.
CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
The advertising at issue came to the attention of CARU through CARU’s routine monitoring of advertising directed to children.
The advertisement depicted Ronald Sharp, a professional rider on a Pro Scooter, mid-air, above metal railings while descending a set of steps. He was not wearing a helmet, pads or other safety gear.
The text read: “Team Razor Pro Rider, Ronald “Big Ron” Sharpe.”
• “Go BIG with the all new Razor Pro Series!”
• “Throw down your favorite tricks!”
• “Grind rails, go off at the skate park, or just roll with your friends!”
• “One seriously pro ride!”
CARU’s guidelines state that advertisers “should take into account that children are prone to exploration, imitation, and experimentation and may imitate product demonstrations or other activities depicted in advertisements without regard to risk.”
The guidelines further recommend that advertisements should not “portray adults or children in unsafe situations or in acts harmful to themselves or others. For example, when activities (such as bicycle riding or skateboarding) are shown, proper precautions and safety equipment should be depicted… .”