Procter & Gamble has agreed to stop advertising its Secret brand Sparkly Body Spray to children under age 12 following an investigation by the Children’s Advertising Review Unit (CARU) into a related sweepstakes promotion and other advertising for the spray.
The sweepstakes was a co-branded promotion with Sparkle Body Spray and Limited Too clothing stores, which targeted girls between the ages of seven and 14. The spray, which carries the warning, “Keep Out of Reach of Children,” was also advertised in tween and teen magazines, CARU said.
“Products inappropriate for use by children should not be advertised directly to children,” CARU said citing its Self-Regulatory Guidelines for Children’s Advertising. “This is especially true for products labeled, ‘Keep out of the reach of children.'”
CARU said that P&G cooperated with the investigation and released a statement with CARU that read: “P&G is pleased to participate in and fully supports the self-regulatory CARU process. P&G believed at the time of these promotions that they were in compliance with CARU’s rules, and will abide by CARU’s decision in the future.”
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