Advertising to children can be a minefield, but the landmines are actually well identified
by both voluntary industry guidelines and legal statues. CARU, the Children’s Advertising Review Unit, a division of the Better Business Bureau, is the keeper of industry voluntary guidelines, and most children’s product companies keep their noses clean and play by the roles. But when in comes to legal statues, COPPA, the Children’s Online Privacy Protection Act, is clear regarding the collection and disclosure of personal information from children under 13 years old without their parent’s consent. According to
Promo magazine, CARA has named three Garfield-themed websites for children are in violation of this statute. Apparently,
Garfieldmobile.com allows children to “buy mobile phone services without understanding the charges involved or that parental permission to order is required.” Paws Incorporated, the parent for the Garfield websites denies any violation.
Marketing Blurb is not familiar with the details of this case, but we do smell a rat.
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