Keeping marketers honest

Children's watchdog CARU (the Children's Advertising Review Unit of the Council
of Better Business Bureaus) got two companies to fix some kid-confusing
marketing practices this week. The Wrigley Company agreed to make its contest
rules (and the part about "no purchase necessary") much more prominent on the
Web site for its Hubba Bubba Bubble Tape sweepstakes. And the Upper Deck Company
agreed to make its directions for kids clearer in its Sports Illustrated for
Kids ad, which advertised "2004 Power Up! Baseball Collect Play and Win!"
sweepstakes. It's great to know organizations like CARU are looking out for our kids. CARU is also one of the Federal Trade Commission-designated watchdogs for the Children's Online Privacy Protection Act (COPPA).