Facts for Consumers from the Federal Trade Commission

Toy Ads on TV

Produced in cooperation with the Children's Advertising Unit
Council of Better Business Bureaus

     Toys advertised on television are often important parts
of a child's birthday and holiday "wish lists."

     Television advertisements are an important source of
information about toys. Ads show children new products and
help illustrate how those products perform.

     Some children, particularly younger ones, may have
trouble discerning in an ad how a toy works outside its
imaginary setting or whether toy parts are sold separately.

     To prevent disappointments, you may want to help
children better understand what they see in television ads.
As with all products, toys advertised on TV are made to
appear as appealing as possible. You should point out that
the purpose of advertising is to sell products; not all
information about a toy may be contained in an ad.

Evaluating Television Ads

     To help children evaluate toy advertisements, consider
discussing the following points.

*    Toy ads may exaggerate a toy's performance.

     A toy on TV may appear to make elaborate sounds or move
by itself when, in fact, it cannot. You could discuss how
special sound effects, production techniques, camera work,
or editing can be used to enhance a toy's operation. Many
ads show toys being used in make-believe settings in ways
that are unrepresentative of how they work in real life. You
may want to help children focus on the part of an ad showing
a toy's real-life operation.

*    Toys may require special skills or extensive practice.

     In some ads, toys may look easy to play with or
operate. In fact, they may require hours of practice before
they can be used as shown. In addition, you may want to
remind children that, because of differing levels of skills
and talents, not all toys are appropriate for all children.

*    Toys may not be sold with all the pieces displayed in
     the ad.

     You may want to help a child determine what pieces
actually come with a toy. Some toys may be shown with parts
from more than one package while others may be depicted in
elaborate play settings not readily duplicated at home.
Children may want to watch and listen for such key phrases
as "pieces sold separately" or "no batteries included."

*    Toys may have to be assembled.

     Toys in ads may look ready to play with when, in fact,
they require assembly. In some cases, the assembly may be
difficult or time-consuming. Children may want to note
whether an ad states "some assembly required."

Evaluating Toys

     To enhance toy purchasing and gift-giving occasions for
everyone, you may want to consider the following.

*    Talk with children about advertising. Encourage them to
     discuss with you the ads they see on TV. After you buy
     a toy, discuss whether it performs the way they thought
     it would. Ask what additional information they need
     about a toy before purchasing it or whether another toy
     would be a better buy.

*    As with any product, find out information about a toy
     before purchasing it. Carefully examine the toy and its
     packaging in the store or ask friends for their
     experiences. Try to determine how the toy actually
     performs, what pieces come with it, and how much
     assembly is required.

*    Check the recommended age level on the toy packaging.
     This is the manufacturer's guide to the appropriateness
     of the toy and skill level required.

For More Information

     The Federal Trade Commission Act requires all toy
advertising to be truthful and non-misleading. If you have
questions or concerns about toy advertisements, write to:
Correspondence Branch, Federal Trade Commission, Washington,
DC 20580. These comments help the FTC in its law enforcement
efforts.

     For additional information about children and
advertising, you may want to write to: Children's
Advertising Review Unit (CARU), Council of Better Business
Bureaus, Inc., 845 Third Avenue, New York, N.Y. 10022. CARU
was established by the advertising industry to review and
evaluate children's advertising