Universal, Fox Film Ads Checked for Kids’ Suitability

Children’s Advertising Review Unit refers ads for The Mummy: Tomb of the Dragon Emperor , The Rocker to Motion Picture Association of America.

By Robert Marich -- Broadcasting & Cable, 8/5/2008 3:34:00 PM

The Children’s Advertising Review Unit referred cable-TV commercials for Universal Pictures’ The Mummy: Tomb of the Dragon Emperor and 20^th Century Fox’s The Rocker to trade group the Motion Picture Association of America for review.

CARU questioned if the ads for the two PG-13 films were in age-appropriate TV slots.

The Mummy ad ran during Nick Toons Avatar: The Last Airbender, and the ad for Rocker was telecast several times on Cartoon Network.

CARU’s Self-Regulatory Program for Children’s Advertisingstates that advertisers “should take care to assure that only age-appropriate videos, films and interactive software are advertised to children, and if an industry rating system applies to the product, the rating label is prominently displayed.”

CARU is a voluntary industry self-regulatory entity of the Council of Better Business Bureaus.

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