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CARU Releases Guideline for Toy Ads

Patricia Odell
PROMO Xtra
November 19, 2008


If a toy is moving in an ad, it better move once a child gets a hold of it.

That’s the latest word from the Children’s Advertising Review Unit of the Council of Better Business Bureaus, Inc., which yesterday released new guidance to the toy industry.

The Toy Guidance states: “When a doll or toy that cannot move on its own is depicted as moving, there should be a clear and conspicuous appearance of a hand(s) (or a person) manipulating the doll or toy.”

It is designed to “not leave children with the impression that stationary toys move on their own,” CARU said.

“CARU’s core mission is to assure that advertising directed to children under the age of 12 is truthful, fair and appropriate,” said CARU Director Wayne J. Keeley in a release. “We want to provide the children’s advertising industry with the necessary tools to accomplish that end.”

Sales of toys to children under 12 comprised nearly $17.3 billion of the $22.3 billion toy market in 2007, the group said.

CARU is the children’s advertising industry’s self-regulatory forum. Toy Guidance is available.

 

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