GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  
 
 
 

           

MPAA Asked to Look Into Iron Man Ads

 

John Eggerton

Broadcasting & Cable

May 20, 2008

Are those promos for Iron Man too intense for the tykes? The Motion Picture Association of America is being asked to decide.

The Better Business Bureau referred TV ads for two Paramount films, including blockbuster Iron Man, to the MPAA to decide whether the films should have been advertised in shows targeted toward kids under 12.

PG-13 Iron Man features some scenes of intense violence and was advertised during kids’ shows, said the BBB's Children's Advertising Review Unit. CARU similarly referred another Paramount film, the somewhat lower-profile Drillbit Taylor, to the MPAA for the same call.

The promo for Drillbit Taylor aired during Nickelodeon's Zoey 101. The one for Iron Man also aired on Nickelodeon during Zoey 101, as well as Drake & Josh.

In March, CARU reached an agreement with the MPAA in which it will refer advertisers that intentionally place PG-13 ads during kids’ shows to the MPAA to determine whether they have violated movie-industry guidelines for such advertising. Previously, CARU was making that determination.

Paramount told CARU it intended to place the ads during the Nickelodeon shows, according to CARU.

The MPAA has its own ad-screening arm. Studios that submit their movies for ratings to the MPAA's Classification and Ratings Administration (CARA, not to be confused with CARU) must also submit their ads to the MPAA to make sure they are suitable for the target audiences, particularly kids.

CARU has been pushing the movie industry not to advertise PG-13 films during children's shows, but it got pushback from some studios. CARU generally frowns on advertising PG-13 movies during kids’ shows since that designation defines the movie as containing scenes that may not be appropriate for children.

Studios have argued that the movies aren't de facto unsuitable for kids, and that kids can watch them with parental guidance.

 

 

STAY INFORMED

 

Email Address: State:
 

Subscribers receive no more than

1-2 emails per week

 
 
This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner

 

     

Website Designed & Maintained By: AfterFive by Design, Inc.
CCFC Logo And Fact Sheets By:
MonicaGraphicDesign.com

Copyright 2004 Commercial Free Childhood. All rights reserved