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Confusing to Kids, Kraft Ad Cancelled
After the Children’s Advertising Review Unit (CARU) found that a Kraft Foods ad for its www.Postopia.com site, appearing in the June issue of Sports Illustrated for Kids, could be confusing to children, Kraft agreed to ban further usage of the ad, and will work with CARU for guidance on future advertising for the site, Brandweek reports.
The problem with the ad, said CARU, is that, while it claims to be an ad for the site and not the cereals, kids have to purchase the cereals in order to obtain tokens that “unlock” the site. If a product ad contains a message about a premium, the advertiser should take care that the child’s focus is on the product, not the premium, CARU said. The ad, created by Kraft in-house, also ran in the July issues of DC Comics Digest and DC Comics Kids.