Filmmakers promise to monitor PG-13 TV ads

Story by AFA Journal Staff. Sources cited for News of Interest indicate source of basic information only. May 2008

  Last summer, the Campaign for a Commercial-Free Childhood asked the Federal Trade Commission to investigate PG-13 movie ads during children’s television programs. The campaign is made up of a coalition of child-advocacy groups.
  Likewise, the Children’s Advertising Review Unit (CARU) of the Better Business Bureau has expressed concerns about the same issue – commercials for PG-13 movies aired during television programs aimed at children under 12. CARU now says the Motion Picture Association of America (MPAA) has promised to review such complaints to determine if moviemakers have violated industry guidelines.
  “We see this as good self-regulation that will combine CARU’s independent ad monitoring with MPAA’s rating expertise,” said Lee Peeler, president and CEO of the National Advertising Review Council, a group which establishes CARU policies.
  Some family advocates were not so quick to put on the rose-colored glasses. “Hollywood police itself?” asked Tim Wildmon,  AFA president. “Isn’t that like the fox guarding the hen house? I won’t hold my breath waiting for Hollywood to demonstrate restraint on any level, not even to protect our children.”
  www.broadcastingcable.com, 3/4/08