Film Studios May Have Violated Guidelines for Ads on Kids TV Shows, Watchdog Group Says

Disney Enterprises

The MPAA has been asked to investigate if Walt Disney Studios and Fox went against guidelines curbing ads for PG-13 films with commercials for Pirates of the Caribbean: On Stranger Tides and X-Men: First Class.

NEW YORK - A watchdog group on has asked the MPAA to look into whether Walt Disney Studios and 20th Century Fox violated industry guidelines against the use of ads for PG-13 films during TV shows targeting young children, the New York Times reported.

The Children’s Advertising Review Unit, a part of the Council of Better Business Bureaus, said ads for Disney's Pirates of the Caribbean: On Stranger Tides and Fox's X-Men: First Class may have inappropriately appeared on such networks as Viacom's Nickelodeon.

A Fox spokesman told the Times that the commercials were pre-approved by the MPAA. Disney said it also believes it complied with industry guidelines.

CARU and the MPAA previously agreed on a system, under which the former can flag ads for films rated PG-13, R or NC-17 in a medium primarily focused on children under the age of 12.

Film distributors that submit movies for rating by the MPAA must obtain approval of their advertising from the industry group's Advertising Administration, which looks to protect children from exposure to ads for films which are not suitable for them. CARU is a self-regulatory body for the ad industry.