MPAA: Not All PG-13
Films Are Alike
Motion Picture Association of America
ratings-board head Joan Graves defends advertising PG-13
films to kids.
Broadcasting & Cable
There should be no line drawn that says you can't
advertise a PG-13 movie to kids. That's according to the
head of the Motion Picture Association of America's
ratings board, Joan Graves.
Graves, talking after a luncheon speech by MPAA
president Dan Glickman at the Media Institute in
Washington, D.C., said, "PG-13 does not necessarily mean
you can't take a younger child to it.”
She pointed out that the ratings contain content
descriptors that help parents to decide which of those
movies might be suitable for their kids -- say a film
with course language might be OK with some parents, but
not one with sexuality. "Many 13s are appropriate for
younger children," she added.
That was in response to a question about the status of
decisions on a raft of TV ads for PG-13 films -- The
Incredible Hulk, The Mummy: Tomb of the Dragon Emperor,
Iron Man -- that have been referred to the MPAA by the
Better Business Bureau for a decision on whether they
were appropriate for shows targeting kids under 12.
The BBB's Children’s Advertising Review Unit referred
the films per an agreement with the MPAA. That agreement
came after the two parties could not agree on whether
PG-13 ads should air in kids’ shows. CARU thinks not.
Graves said PG-13 films are different and kids’ TV shows
are different, and the MPAA's goal is to provide parents
with as much information as possible. She added that the
MPAA reviews all ads for appropriateness and takes
demographics into account.
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