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Ad Regulator Chastizes Warner Bros. Film Studio

Aug 23, 2006  •  Post A Comment

An advertising industry self-regulatory body slapped the hand of the Warner Bros. film studio for placing spots for the PG-13 rated movie “Superman Returns” on the Cartoon Network cable television channel.

The Children’s Advertising Review Unit of the Council of Better Business Bureaus chastised Warner Bros. in a letter, saying that placing the ads amid children’s programming was wrong because the film was rated for older teens.

“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 said in its report released Wednesday.

Warner Bros. won’t appeal the CARU finding, though it disputed some of the allegations.

The film studio in a statement said that a PG-13 rating doesn’t mean kids younger than 13 shouldn’t see the film or are barred from seeing it without parents. The commercials had been reviewed by the Cartoon Network for content, Warner Bros. noted.

“We value our brand and are committed to responsible marketing,” the film studio said in its statement to CARU. “We will continue our current practice of making media placement decisions for our films on a case-by-case basis.”