New York, NY – March 11, 2014 – The Children’s Advertising Review Unit has recommended that The Maya Group, Inc., modify broadcast advertising for the company’s “Planet Orbeez Adventure Park” playset to adequately disclose that batteries are not included and to make clear that the products do not move on their own.
CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
In its initial review, CARU questioned whether the movement of certain playset features, including a ferris wheel, required hand manipulation and, if so, whether such manipulation was adequately disclosed. CARU also noted that the advertising at issue did not include notice to viewers that batteries were not included with the purchase of the playset.
In response to CARU’s inquiry, the advertiser noted that a disclosure regarding batteries was inadvertently omitted. The advertiser contended it has made significant efforts to assure that consumers are made aware that the figures do not move on their own and that hand activation is shown where applicable.
Following its review of the advertising and the product, CARU determined that child viewers might take away the message that the product can perform in a way that it cannot. CARU recommended that the commercial be modified to accurately depict the product’s actual method and/or speed of operation and include more shots of visible hand manipulation and add an audio disclosure that batteries are not included.
The company, in its advertiser’s statement, said it would discontinue the broadcast advertising at issue.