Parents Group Slams Producers for Marketing PG-13 Films to Kids
Rory J. Thompson
Brandweek
January 17, 2008
A coalition of 19 pro-children groups have called on
filmmakers today to stop promoting PG-13-rated movies to
kids via giveaways and promotions.
The 19 are all signatories to a letter drafted by the
Campaign for a Commercial-Free Childhood to the Motion
Picture Assn. of America. The CCFC had contacted the
Federal Trade Commission this past summer when the film
Transformers was allegedly being marketed to kids via TV
spots, food promotions and licensed toys. Last week, the
FTC acted on CCFC’s complaint by urging the MPAA to
adopt guidelines for the marketing of PG-13 movies.
“There is growing evidence that violent media has a
negative impact on children’s attitudes and behavior,”
said Dr. Susan Linn, the CCFC’s co-founder and director.
“PG-13 movies have gotten increasingly violent in recent
years, and it’s important for the industry to protect
these children,” she added.
The CCFC is hoping its letter will sway the MPAA to heed
the FTC’s request to be more vigilant in how films are
marketed to youngsters. (A PDF version of the CCFC's
letter is accessible HERE.)
For its part, the MPAA said it already has strict
advertising guidelines in place.
“We are pleased that the FTC has said that they prefer
self-regulation to government intervention,” said Seth
Oster, svp and corporate communications officer for the
MPAA. “We take their [FTC’s] recommendations seriously,
have worked with them closely in the past, and will
continue to do so. They made some good recommendations
to us and in many cases they are things we are already
looking at,” he added.
Among the signatories to the letter (besides the CCFC)
are Office of Communication of the United Church of
Christ, Inc., Parents for Ethical Marketing, and the
Parents Television Council.
If the MPAA doesn’t voluntarily take further steps to
restrict such marketing, Dr. Linn said her group would
keep working with the FTC to propose regulations
governing such ads.