• Ad Age, Thursday, August 24, 2006 11:30 AM

The Children's Advertising Review Unit says that Warner Bros. has been bad boys for advertising a PG-13 rated movie--"Superman Returns"--on Cartoon Network. CARU, the industry's self-regulator, thinks touting the flick on kids' programming is wrong, given its rating. It says its guidelines require that content inappropriate for children not be advertised or promoted to them. "CARU was concerned that airing a commercial for a film rated PG-13 during children's programming with a substantial audience of children under 13 would create an interest in the film by the child audience and send an implicit message that the film is appropriate for all children," the group says. But Warner Bros. insists that a PG-13 rating doesn't mean children younger than 13 shouldn't see the film or are barred from seeing it without parents. Still, it won't appeal the ruling. The company says it values its brand and is committed to responsible marketing. "We will continue our current practice of making media-placement decisions for our films on a case-by-case basis."

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