The case that I choose has to do with Wicked Cool Toys’ commercial for their “Girl Scouts Cookie Oven.” This is an oven that has a heating element, and it is not recommended for children under the age of eight (CARU). There is an electrical component to this toy (CARU)
The United States Consumer Product Safety Commission recommends that any toy with an electrical component should be used only with parental supervision (CARU). However, the Wicked Cool Toys’ commercial did not depict parental supervision while the children were playing with the toy which is against the recommendation of the of the Children’s Advertising Review Unit (CARU). When the CARU brought this to the attention of Wicked Cool Toys’ they agreed to change the advertisement to correctly depict parental supervision.
The reaction by Wicked Cool Toys’ and their advertising firm was indicative of the professional culture that exists in advertising. Sure, advertisements often push the line, but there is a clear line, especially when advertising to children. Wicked Cool Toys’ probably didn’t recognized their mistake at first and judging by their reaction, were not purposefully attempting to circumvent general decency.
I think the biggest element that weighed on Wicked Cool Toys’ decision to change the advertisement was the element of how others think of us. If Wicked Cool Toys’ had decided to keep the commercial as it was and ignore the regulation of the CARU, then others would have looked at them poorly. Advertisers consistently rank near the bottom in public opinion of honesty (Christians, Fackler, Richardson, Kreshel, Woods, 179). If Wicked Cool Toys’ were to ignore self-regulation, especially in the case of advertising to children, then that would hurt the whole advertising industry, not just themselves.
Overall, changing the commercial was the best thing that Wicked Cool Toys could do. They protected the public opinion not only of themselves but also of advertising in general.
References
Christians, C.G., Fackler, M., Richardson, K.B., Kreshel, P.J., Woods Jr., R.H. (2012) Media Ethics: Cases and Moral Reasoning. Boston, MA: Allyn & Bacon.
CARU Recommends Wicked Cool Toys Modify TV Ad that Doesn’t Adequately Depict Adult Supervision; Company Agrees to Do So. (2016, February 17). Retrieved March 03, 2016, from http://www.asrcreviews.org/caru-recommends-wicked-cool-toys-modify-tv-ad-that-doesnt-adequately-depict-adult-supervision-company-agrees-to-do-so/
Andrew Bay 