The Children’s Advertising Review Unit, CARU, is a voluntary organization that self-regulates the advertising industry administered by the Council of Better Business Bureaus. Recently, CARU suggested that Dave & Busters Inc. discontinue “free” claims in future promotions where a purchase has to be made.
In a recent commercial, the company claimed that kids could play games for free until 3 p.m. when this was in fact, not true. It kind of works like those medicine commercials, where they make claims that the medicine works, but at the end of the commercial they read off a long list of side affects, as if we shouldn’t pay attention to them. Dave & Busters Inc. claims that if you tell them “Kids Rule” games are free until 3 p.m.
CARU disproved the claim by saying there were several substantial and material limitations on the claim, which were disclosed in a small, difficult to read video super.
The text on the video read as shown below:
“Free play is only valid with the same day $20 Power Card purchase or reload. Valid only on non-redemption games, July 7- July 18, 2014. Not valid with other offers, including Half Price Games, Wednesday, Eat and Play Combo or Special events. Promotion is only valid Monday, Tuesday, Thursday and Friday until 3PM.”
CARU pointed out that no parent or child would consider $20 free, and suggested that this be changed.
Although, Dave & Busters Inc. ultimately disagreed with the claims and suggestions made by CARU, they agreed to change its advertisements in the future.
In the text, it states how advertisers aren’t trusted. “Those who practice advertising consistently rank low in public opinion polls based on truth and honesty.” Consumers often think that advertisers are selling or promoting gimmicks for the better good of the company. CARU is trying to change this perception amongst the public for the better good of children.
Stanzza Patterson 