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CARU disapproves of Orajel ad

This article was originally published in The Tan Sheet

Executive Summary

Church & Dwight will discontinue ads for Orajel Toddler Training Toothpaste during children's programming hours in response to concerns the Children's Advertising Review Unit expressed in its routine monitoring program. The Council of Better Business Bureaus division says Dec. 10 that the product's "Keep out of the reach of children" label makes advertising directly to children inappropriate. In November, CARU made a similar decision for Johnson & Johnson's Clean & Clear ad on Nickelodeon (1"The Tan Sheet" Dec. 1, 2008, p. 16). C&D says that with its April acquisition of Del Pharmaceuticals' OTC brands, including Orajel, it assumed the advertising placement schedules (2"The Tan Sheet" April 7, 2008, p. 3). In the commercial, a child brushes his teeth while a voice outlines the benefits of Orajel toothpaste. CARU says there is no parental presence or adult supervision
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