September 23rd, 2011

Ads for PG-13 Movies in Kids' Media? Motion Picture Association Says for These Films, It's Fine


The Children’s Advertising Review Unit today said it has referred ads for three movies from Paramount and Warner Bros. to the Motion Picture Association of America for review after determining the studios intentionally advertised movies rated PG-13 to children younger than 13.

The MPAA’s reaction: No big deal.

CARU, the industry self-regulatory body that oversees marketing to children, said Paramount advertised the summer films “Transformers: Dark of the Moon” and “Captain America” during “Hole in the Wall” on Cartoon Network at 7:30 p.m. Warner Bros. advertised “The Green Lantern” in SI Kids, a magazine CARU said is directed at children younger than 13.

The films got their MPAA ratings variously for language, sexuality, sexual innuendo and/or “intense sequences of sci-fi violence. “

When CARU monitoring finds PG-13 movies advertised to children younger than 13 accidentally, it asks studios to pull the ads from the media, the group said in a statement. But both Paramount and Warner Bros. said they’d placed the ads in those media intentionally, so under agreement with the MPAA, Caru referred the matter to the industry body for review.

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