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2009 PG13 Movie Marketing
to Young Children

 

 

In a letter dated September 29, 2009 from FTC Chairman Jon Liebowitz, the FTC agreed to investigate the marketing plans for several films rated PG-13 for violent content.

Citing thousands of child-targeted promotions for a slew of violent summer blockbusters, the Campaign for a Commercial-Free Childhood sent a letter on June 24, 2009 to the Chairman of the Federal Communications Commission, urging the FTC to to ensure that PG-13 movies are not marketed to young children.

In 2008, in response to a complaint by CCFC, the FTC urged the Motion Picture Association of America to develop an “explicit policy, incorporating objective criteria” to “ensure that PG-13 movies are not marketed in a manner inconsistent with their rating,” but 16 months later, children's television stations continue to barrage young viewers with ads promoting violent PG-13 movies and their related merchandise.

Read the press release>

Read CCFC's Petition to the FTC>

G.I. Joe: Rise of the Cobra | Transformers: Revenge of the Fallen | Terminator Salvation | Star Trek | X-Men Origins: Wolverine

 

GI Joe: The Rise of Cobra

Release Date: August 7, 2009

MPAA Rating: PG-13

MPAA Rating Reason: Rated PG-13 for strong sequences of action violence and mayhem throughout.

Fast Food Promotional Partner: Burger King

Television Advertising:

# of Commercials
Product
Date
Time
Channels
553
Movie Advertisement
7/6/09 to 8/23/09
6:00 AM to 8:00 PM
Nickeloden, Cartoon Network, NickToons
407
Burger King G.I. Joe Kids Meal
8/1/09 to 8/23/09
6:00 AM to 8:00 PM
Nickelodeon, Cartoon Network, NickToons
679
Toys
7/6/09 to 8/23/09
6:00 AM to 8:00 PM
Nickelodeon, Cartoon Network, NickToons, Disney XD

Related Merchandise: 75 movie-related toys being sold for children as young as 2.

 

Transformers: Revenge of the Fallen

Release Date: June 24, 2009

MPAA Rating: PG-13

MPAA Rating Reason: Rated PG-13 for intense sequences of sci-fi action violence, language, some crude and sexual material, and brief drug material.

Fast Food Promotional Partner: Burger King

Television Advertising:

# of Commercials
Product
Date
Time
Channels
823
Movie Advertisement
5/24/09 to 7/19/09
6:00 AM to 8:00 PM
Nickeloden, Cartoon Network, NickToons, Disney XD
584
Burger King Transformers Kids Meal
6/22/09 to 7/19/09
6:00 AM to 8:00 PM
Nickelodeon, Cartoon Network, NickToons, Disney XD
1017
Toys
6/1/09 to 8/23/09
6:00 AM to 8:00 PM
Nickelodeon, Cartoon Network, NickToons, Disney XD

Related Merchandise: 88 movie-related toys being sold for children as young as 2.

 

 

Terminator Salvation

Release Date: May 21, 2009

MPAA Rating: PG-13

MPAA Rating Reason: Rated PG-13 for intense sequences of sci-fi violence and action, and language.

Television Advertising:

# of Commercials
Product
Date
Time
Channels
175
Toys
5/22/09 to 6/9/09
6:00 AM to 8:00 PM
Nickeloden, Cartoon Network

Related Merchandise: 22 movie-related toys being sold for children as young as 2.

 

 

Star Trek

Release Date: May 8, 2009

MPAA Rating: PG-13

MPAA Rating Reason: Rated PG-13 for sci-fi action and violence, and brief sexual content.

Fast-Food Promotional Partner: Burger King

Television Advertising:

# of Commercials
Product
Date
Time
Channels
428
Movie Advertisement
3/28/09 to 6/6/09
6:00 AM to 8:00 PM
Nickeloden, Cartoon Network, NickToons
486
Burger King Star Trek Kids Meal
5/4/09 to 6/14/09
6:00 AM to 8:00 PM
Nickelodeon, Cartoon Network, NickToons, Disney XD
346
Toys
5/11/09 to 6/14/09
6:00 AM to 8:00 PM
Nickelodeon, Cartoon Network

Related Merchandise: 82 movie-related toys being sold for children as young as 4.

 

 

X-Men Origins: Wolverine

Release Date: May 1, 2009

MPAA Rating: PG-13

MPAA Rating Reason: Rated PG-13 for intense sequences of action and violence, and some partial nudity.

Television Advertising:

# of Commercials
Product
Date
Time
Channels
355
Movie Advertisement
3/17/09 to 5/1/09
6:00 AM to 8:00 PM
Nickeloden, Cartoon Network
299
Toys
3/30/09 to 5/3/09
6:00 AM to 8:00 PM
Nickelodeon, Cartoon Network, NickToons, Disney XD

Related Merchandise: 7 movie-related items including action figures, a backpack, skateboard, and helmet being sold for children as young as 4.

 

 


STAY INFORMED
 


    

 

 

Links
5/25/10: CCFC members tell kids' networks to stop advertising PG-13 movies to young children
12/3/09: FTC issues report to congress on media violence
9/29/09: FTC replies to CCFC's 2009 letter
6/24/09: CCFC writes letter to the FTC
Summer, 2009: CCFC members petition the FTC
5/22/08: CCFC replies to MPAA
5/16/08: MPAA Counsel replies to CCFC letter
1/17/08: Public sign letter to MPAA
1/8/08: FTC replies to CCFC's 2007 letter
6/28/07: CCFC writes letter to FTC

 

Press
For Trailers, Green Now Means Watch Carefully
Chicago Sun-Times, September 4, 2009
Transformers Movies Caught in FCC Content Filtering Inquiry
Ars Technica, August 26, 2009
CCFC Takes Aim At PG-13 Film Ads In Letter to FTC
Broadcasting & Cable, August 5, 2009
Scene Stealer: The Web Is Pouncing on Hollywood's Ratings
The New York Times, July 25, 2009
Is Transformers A True Box Office Success or An Exploitation of Children
Examiner.com, June 29, 2009
Children Are Too Frequent Targets of PG-13 Movie Ads, Group Charges
The New York Times, June 24, 2009

 

 

 
 

 

 

 

 


 


 
   

     

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