CARU Recommends Bossa Nova Modify Advertising For “Prime-8 Gorilla” To Include Disclosures; Company Agrees To Do So

New York – Feb. 22, 2011 – The Children’s Advertising Review Unit of the Council of Better Business Bureaus has recommended that Bossa Nova Robotics’ modify advertising for its Prime-8 Action Gorilla to disclose that batteries are not provided with initial purchase. The company has agreed to do so.

Television advertising for the product came to the attention of CARU, the children’s advertising industry’s self-regulatory forum, through CARU’s routine monitoring of advertising directed to children. 

The broadcast advertising at issue depicted the Prime-8 Action Gorilla, a remote-controlled product, and demonstrated its features, including sound effects. The commercial did not include any disclosures.

Upon CARU’s initial inquiry, Bossa Nova noted that the broadcast flight had ended and said the commercial will not run again.  Bossa Nova committed to address CARU’s concerns in any future advertising. 

In it advertiser’s statement, Bossa Nova said it will ensure that “all material disclosures and disclaimers, ‘batteries not included’ in this case, are to be disclosed clearly in both audio and video in any future advertising.”