New York, NY-April 15, 2004 - The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus (CBBB) is pleased to announce that McNeil-PPC, Inc. has agreed to work with CARU by taking measures to help ensure that advertising for Children's Tylenol does not run during children's programming.

A recent Children's Tylenol commercial featured a bouncing strawberry and included a depiction of a bottle being transformed from its white outer shell to show a red liquid, similar in color to the type of fruit juice or fruit punch that children frequently consume. The spot aired during Cartoon Network's Saturday morning block of children's programming. CARU's Guidelines expressly state, in part: "Medications, drugs…should not be advertised to children."

McNeil stated that it did not intend the ad to run during any TV show that is directed to young children. The target audience is mothers of young children and McNeil had set up its media plan to reach that audience. McNeil stated that it regretted the inadvertent placement of the spot.

CARU's inquiry was conducted under NAD/NARB/CARU Procedures for Voluntary Self-Regulation of National Advertising. Details of the inquiry, CARU's decision and the advertiser's response will be included in the next NAD/CARU Case Report.

Members of the press who wish to see a copy of the decision now should email CARU.

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The National Advertising Review Council (NARC) was formed in 1971 by the Association of National Advertisers, Inc. (ANA), the American Association of Advertising Agencies, Inc. (AAAA), the American Advertising Federation, Inc. (AAF), and the Council of Better Business Bureaus, Inc. (CBBB). Its purpose is to foster truth and accuracy in national advertising through voluntary self-regulation. NARC is the body that establishes the policies and procedures for the CBBB's National Advertising Division (NAD), the Children's Advertising Review Unit (CARU), and the National Advertising Review Board (NARB).

NAD and CARU are the investigative arms of the advertising industry's voluntary self-regulation program. Their casework results from competitive challenges from other advertisers, and also from self-monitoring traditional and new media, including the Internet. The National Advertising Review Board (NARB), the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate those cases that are not resolved at the NAD/CARU level. This unique, self-regulatory system is funded entirely by the business community; CARU is financed by the children's advertising industry, while NAD/NARB's sole source of funding is derived from membership fees paid to the Council of Better Business Bureaus.