New York, NY – March 18, 2014 – The Children’s Advertising Review Unit (CARU) has recommended that Moose Enterprises modify broadcast advertising to better assure that children understand that the company’s “Zelf” figurines to not light up.
CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
A 30-second television advertisement for Zelfs, meant for children ages five and older, came to CARU’s attention through CARU’s regular monitoring of advertising directed to children.
The commercial shows several Zelfs – colorful, elfin figurines, decorated with symbols. During the course of the commercial, the Zelfs’ hair and symbols appear to shine or light up. A small super at the bottom of the screen states: “Toys do not light up.”
CARU was concerned that children might be confused about the products’ capabilities.
Although the advertiser noted that the disclosure appeared on the screen three times during the commercial, CARU has consistently found that an audio voiceover should accompany a written disclosure in advertisements directed to children because younger children may not be able to read or otherwise understand a written disclosure. CARU recommended the advertiser add an audio closure to the advertising at issue.
Moose, in its advertiser’s statement, said the company “appreciates the opportunity to participate in the CARU’s regulatory process. We are pleased that CARU recognized our efforts and accept CARU’s recommendations.”