- CARU Recommends Modification to Disney's Sweepstakes Advertisement
- July 31, 2009
- Law Firm: Winston & Strawn LLP - Chicago Office
The Children's Advertising Review Unit ("CARU") challenged a television ad for Disney's "My Movie Rewards." In the commercial, a voiceover stated that codes were found inside DVDs and later stated that every eligible code yields an entry into the million dollar sweepstakes. A small legal disclaimer on the last screen shot stated, "No purchase necessary." The lettering for the legal disclaimer was nearly identical in color to the background. CARU determined these disclosures were not prominent or conspicuous, and a young child might not understand that it was unnecessary to purchase a DVD in order to enter the sweepstakes. Further, CARU concluded that a child could have an unrealistic expectation of winning from the message, "every eligible code gives you a chance to win a million dollars."
TIP: Advertisers for children's promotions should disclose the free means of entry much more prominently than they do for promotions geared to adults.