Here are some recent ads questioned by the Children's Advertising Review Unit, a group founded by three advertising industry associations and the Council of Better Business Bureaus, and what action, if any, was taken because of CARU's concern.
TV commercial at issue: A 2004 "Got Milk?" spot showing a teenager in a convenience store looking around furtively, scratching off the bar code on a bottle of chocolate milk so the clerk will have to shake the chocolate up while trying, in vain, to scan the bottle.
CARU's concern: The boy's behavior is inappropriate and antisocial and should not be aired on shows watched by a large number of children under 12.
Advertiser's position: The milk processor industry said the ad was designed for children over 12 and doesn't come under CARU's purview.
Outcome: The milk processors declined to remove the ad from the shows in question.
Magazine ad at issue: A 2003 Bagel Bites sweepstakes contest telling kids: "The more you scarf, the better your chances."
CARU's concern: The message could be viewed as encouraging kids to eat excessive amounts of snack foods.
Advertiser's position: H.J. Heinz Co., the maker of Bagel Bites, said the promotion was aimed at kids over 12 so CARU guidelines didn't apply.
Outcome: To work with CARU, Heinz agreed to eliminate the line.
Magazine ad at issue: A 2004 Polly Pocket eight-page insert of games and jokes in Nickelodeon magazine that included pictures of the doll, her friends and various play sets that could be used with the dolls.
CARU's concern: No disclosure that the insert was an ad, which could confuse children about its purpose, which was to create interest in the line of toys.
Advertiser's position: Mattel Inc., maker of Polly Pocket, said the insert was protected by free speech and consisted of games, similar to those allowed on Web sites.
Outcome: No action because CARU concluded its guidelines do not require print ads to be clearly disclosed as promotions. CARU is reviewing its guidelines to see whether such rules need to be included.
Radio commercial at issue: A 2004 Radio Disney ad for an "Action Packed Adventure" sweepstakes.
