Children’s Advertising Review Unit Recommends BMI Toys Include “Inedible” Disclosure In Cry Babies Magic Tears Tutti Frutti Doll Advert
NEW YORK, May 27, 2021 / PRNewswire / – The National BBB Programs Children’s Advertising Review Unit (CARU) Recommended IMC Toys United States Inc. amends its television commercial promoting the Cry Babies Magic Tears Tutti Frutti doll to include a clear and obvious disclosure that children should not consume the gelatinous substance produced by the doll.
CARU also recommended that future advertisements not refer to tears as jelly. IMC Toys informed CARU that the ad is no longer running and will no longer be shown in the current format.
Identified during CARU’s routine children’s content monitoring program, the Tutti Frutti doll ad features several dolls dressed to look and smell like fruit that when squeezed produced colorful jelly-like tears. .
Upon reviewing the TV commercial, CARU determined that the advertisement could reasonably tell children that a fruit-themed doll that cried colorful jelly-like tears could be edible. In making this decision, CARU considered the overall net impression of the ad, including the visual and sound elements of the ad and the visual aspects of the packaging.
In the ad, a child sniffs the doll while small watermelons float around the doll. Tears are often referred to in the commercial as “jelly,” a term commonly used to describe canned fruit. The packaging also shows colorful tears falling from the doll’s eyes into the bowl accessory. The tears that are shown in the ad are different colors that match the fruit design of each doll. For example, the strawberry doll is crying pink tears.
CARU noted that a small video disclosure in the ad states, “It’s fun to squeeze, not to eat.” However, CARU determined that the fleeting little disclosure at the bottom of the screen was not visible and could not be understood by young viewers who often cannot read well enough to understand such messages.
In its advertiser’s statement noting that the spot is no longer airing and will not revert to its current format, IMC Toys said it agrees to comply with CARU’s recommendations.
All the summaries of decisions regarding national BBB programs can be found in the case decision library. For the full text of the decisions of the National Advertising Division, the National Advertising Review Board and CARU, subscribe to online archive.
About National BBB Programs: National BBB programs are where businesses turn to build consumer confidence and consumers are heard. The nonprofit is creating a level playing field for businesses and a better experience for consumers through the development and implementation of effective third party accountability and dispute resolution programs. Accept its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs now oversees over a dozen leading national self-regulatory programs and continues to evolve its work and increase its impact by providing business advice and promoting best practices in areas such as as advertising, marketing to children and privacy. To learn more, visit bbbprograms.org.
About the Children’s Advertising Review Unit: The Children’s Advertising Review Unit (CARU), a division of national BBB programs and the country’s first safe harbor program under the Children’s Online Privacy Protection Act (COPPA), helps businesses navigate Comply with laws and guidelines that protect children from misleading or inappropriate advertising and to ensure that, in an online environment, children’s data is collected and processed responsibly. Where advertising or data collection practices are misleading, inappropriate, or inconsistent with laws and guidelines, CARU seeks change through the voluntary cooperation of companies and, where appropriate, enforcement action.
National programs SOURCE BBB