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Posted by Susan Carney Jun 19, 2008 |
You wouldn’t think that film companies would be allowed to promote PG-13 movies to little kids. But movies like “Indiana Jones and the Kingdom of the Crystal Skull” and “Iron Man” are already being pushed through advertising and merchandise intended for children as young as three.
How does that happen? Well, according to the Campaign for a Commercial Free Childhood, “while the Motion Picture Association of America claims it reviews marketing plans for every PG-13 movie, they focus primarily on the content of the ads, not whether or not the film advertised is appropriate for a younger audience.” (“CCFC to MPAA”, CCFC Website, May 2008). I guess that explains the Burger King Iron Man Kids Meal and other toy and food products tied into these and other upcoming violent action movies.
Being permitted to promote a product that is inappropriate for kids directly to kids as long as the content of the ad itself is appropriate…..how crazy is that? They might as well allow advertisers to target kids with advertising for tobacco and alcohol, too. No wait, we do allow that!
Clearly, changes are long overdue in how the film industry markets movies. The CFCC is sponsoring a letter writing campaign to echo a recent request from the FTC: that the MPAA ensure that films are marketed in ways that are consistent with their own ratings system. So far, that request has been denied.
It’s tough for parents to draw the line on violent movies when their kids see the images from such films emblazoned on everything from breakfast cereal to clothing to countless toys. Maybe if more parents made their feelings known, things would begin to change.
Participate in the CCFC’s letter writing campaign, and ask your friends and family to do the same.