Advertising Review Unit Research Articles

Parenting “YouTube Natives”: The Impact of Pre-Roll Advertising and Text Disclosures on Parental Responses to Sponsored Child Influencer Videos

The Children's Advertising Review Unit's recent press releases involving child influencer unboxing videos expressed concern that they did not appropriately disclose sponsorship. Placement of pre-roll advertising was also cited as contributing to the blurring between content and advertising. This study investigated parents’ understanding of and responses to sponsored child influencer unboxing videos. We conducted a 2 × 3 online experiment among 418 parents that examined the influence of sponsorship text disclosure (present or absent) and sponsor pre-roll (sponsor pre-roll, nonsponsor pre-roll, and no pre-roll) on conceptual persuasion knowledge, perceptions of sponsorship transparency, and several outcome measures. We also tested the potential moderating variable of parental mediation. We found that sponsor pre-roll advertising positively impacted parents’ perceptions of sponsorship transparency, which in turn mediated attitudinal and perceptual outcomes. In addition, high levels of parental mediation conditionally impacted the indirect effect of a sponsor pre-roll advertisement via sponsorship transparency on perceptions of the unboxing video and attitudes toward the sponsor. Based on the findings, we discuss theoretical, managerial, and public policy implications.

Medical journals and free speech.

Does fear of libel lawsuits influence what gets published in medical journals? We suggest it may, especially when the conclusions run counter to corporate interests. A research team headed by Sargent probed children’s responses to televised fast-food ads. The study tested Children’s Advertising Review Unit (CARU) advertising self-regulation guidelines, in which the Better Business Bureau “evaluates child-directed advertising and promotional material in all media to advance truthfulness, accuracy and consistency with its Self-Regulatory Program for Children’s Advertising.”1 The study examined children’s responses to television ads from McDonald’s and Burger King, companies responsible for 99% of the child-directed fast-food advertising on television in the United States at that time.2 It tested whether children’s ads focused the child’s attention primarily on the product and made the premium message clearly secondary, as CARU guidelines on deception said they should.3 To test this hypothesis for each company, the investigators randomly selected 1 adult and 1 children’s ad from 2010–2011 national television ads ( n = 107) for children ages 3 to 7 years to watch. None of the adult ads and almost all of the children’s ads contained a premium message, typically showing the current toy giveaway. After each viewing, the children were asked, “What did you see?” Most (∼70%) reported the adult ad was about food. However, fewer than half reported the children’s ad was about food. For children’s ads alone and for both restaurants, recall frequency for food was not significantly different from premiums/tie-ins. The investigators concluded that the companies had failed to comply with CARU’s self-regulation requirements that they emphasize food over premiums. The manuscript was reviewed at Pediatrics and was … Address correspondence to James D. Sargent, MD, Norris Cotton Cancer Center, Rubin 8, One Medical Center Dr, Lebanon, NH 03756. E-mail: james.d.sargent{at}dartmouth.edu

The evolution of self-regulation in food advertising

The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity. Peeler (2009) notes that CARU’s decisions provide comprehensive guidance to advertisers. Limited research has investigated those decisions. Using thematic analysis, this study examines CARU case reports from 2000 to 2010 involving food marketers from a longitudinal perspective. This study found that CARU has been responsive to the emergence of childhood obesity as evidenced in its increased pursuit of nutrition-related complaints, case language and Guidelines revisions. Suggestions for strengthening CARU, the CFBAI and media clearance are offered.

Advertisers' Implementation of CARU Guidelines for Advertising Targeted at Children

A total of 297 children's commercials were content-analyzed in order to examine the extent to which advertisers have adhered to the Children's Advertising Review Unit (CARU) guidelines for advertising directed at children. Five predominant tactics (derived from the guidelines) used in the ads were compared for those targeted at younger children (12 or less) versus older children (13 and over). Results suggest that advertisers adhered to some guidelines (e.g., representation of ethnic groups in the ads matches well with the general population), but still need to pay attention to other aspects (e.g., high amounts of violence or aggression portrayed in ads targeted at younger children). The impact of product category and commercial length was also discussed.

Responsible marketing to children in the US

Reviews the history of advertising to children in the USA since the baby boomer generation of post‐World War 2 and the advent of television. Describes how toys were marketed in order to sell cereals, and sweetened cereals were introduced to appeal to children. Outlines the growth of regulation in the form of the National Association of Broadcasters, and subsequently of self‐regulation by the Children’s Advertising Review Unit (CARU). Shows how television has become the main commercial vehicle for children, based on the 30 second commercial and a variety of ways to appeal to them. Outlines concerns such as programme length commercials, i.e. TV programmes based on characters or products from commercials, and about reproducible violence in advertisements. Mentions the self‐defeating nature of advertising industry terms like “nag factor” and “pester power” and the way that CARU’S work has extended into other media like the Internet. Relates all this to the concept of responsible marketing: eating responsibly, playing responsibly, social marketing, and the responsibility of marketers and advertisers.

Legal briefing: advertising to children in the USA

Discusses how the regulation of advertising to children in the USA is moving from a self‐regulated system to one subject to increased scrutiny and control; the main cause of this change is the internet, and the aim is to limit the exploitation of children online. Outlines the work of the Children’s Advertising Review Unit (CARU), which has set down self‐regulatory principles, and evaluates material for its compliance with these. Describes the self‐regulation system for specific media: individual TV networks have their own standards, and movies follow the Motion Picture Association of America rating system, while three alcohol trade associations have self‐regulatory codes. Concludes with the federal legislation restrictions covering television, the Internet, tobacco, and 900‐numbers.

Legal considerations for online advertising to children

Outlines legal issues in Internet advertising to children in the USA, European Union, Australia and Canada; the Internet is now dominated by mainstream international companies which market to children. Outlines the COPPA (Children’s Online Privacy Protection Act) in the USA, plus the work of CARU (the Children’s Advertising Review Unit). Moves on to the European Union’s Data Protection Directive and Communications Data Protection Directive, and the guidelines of the FEDMA (Federation of European Direct Marketing Associations). Concludes with the Australian Privacy Act and the guidelines of the Canadian Marketing Association.

Assessing compliance with industry self‐regulation of television advertising to children

Abstract Young children's limited ability to recognize and defend against commercial messages has led to numerous concerns about advertising that targets child‐viewers. Industry self‐regulation of child‐oriented advertising content is one response to those concerns. With the demise of the National Association of Broadcasters Code in 1982, guidelines maintained by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus comprise the only industry‐wide self‐regulation. This study evaluates the extent of compliance with the CARU standards across a sample of over 10,000 ads directed to children. The results indicate a high overall rate of adherence to the guidelines. Two problem areas emerged which accounted for most of the violations observed: ads that featured premium offers, and ads for recorded telephone message services. The findings are discussed in terms of their implications for the child audience.

An Evaluation of the Children's Advertising Review Unit

This article evaluates the purpose and performance of the Children's Advertising Review Unit. The Unit's activities are described and the results of an analysis of CARU case summaries are reported. The recommendation is made that the Children's Unit focus its efforts on policy development rather than on enforcement to be more consistent with its limited resources and industry orientation.

Bibliography and Reference

Eleonor Blum, Basic Books in the Mass Media: An Annotated, Selected Booklist Covering General Communications, Book Publishing, Broadcasting, Editorial Journalism, Film Magazines and Advertising (Urbana: University of Illinois Press, 1980---$22.50) Bonnie G. Rowan, Scholar's Guide to Washington D.C. Film and Video Collections (Washington: Smithsonian Institution Press, 1980---$25.00/8.95) Steve Hilchen, Privacy and Security: A Bibliography (Computer and Business Equipment Manufacturers Assn., 1828 L. St. NW, Washington, D.C. 20036---up to five copies free on request) Laurene Meringhoff, ed. Children and Advertising: An Annotated Bibliography (Children's Advertising Review Unit, national Advertising Division, Council of Better Business Bureaus, 845 Third Ave., New York, N.Y. 10022---$15.00, paper) Catherine E. Johnson and Joyce Post, TV Guide 25 Year Index, April 3, 1953-December 31, 1977, By Author and Subject (TV Guide Library, Triangle Publications, Radnor, Pa. 19088---$77.50) Robert K. Avery, Paul E. Bu...