• Broadcasting & Cable, Friday, February 16, 2007 12:30 PM

The ad industry's self-regulatory unit has asked for modifications in a number of TV commercials directed at kids. In one case of a radio-controlled toy from Jakks Pacific, the Children's Advertising Review Unit of the Council of Better Business Bureaus, says the spot does not depict adult supervision and violates its guidelines for showing boys playing with the toy at "fast speeds" over various terrain and in the air.

Jakks has agreed to pull the spot and never use it again. In another case involving Mattel's ad for a doll, CARU said the spot does not "accurately reflect its abilities and performance" and recommends changing the ad. Mattel says the ad has run its course and there are no plans to run it again. CARU also concedes that some previous decisions on "adequate hand manipulation" of dolls to show accurate performance had not set "clear and consistent" guidelines, but it will work on developing them, a policy Mattel says it welcomes.

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