There's always been enhancement used in children's advertising - speed, intensity of light, sound, etc. - but it had become a greater problem now that computer chips, etc. make it possible for toys to produce those effects. In the past it was always fairly clear that this was fantasy because children knew that toys didn't speak, move by themselves, etc. Now, when some figures actually do "speak" clearly, and some toys do emit strong flashing lights or realistic sounds, it becomes more difficult to distinguish what is real and what is enhanced.

What we are seeing, in our informal inquiry procedure, is that most of the toys do perform as represented in their commercial spots, but there are inevitably some ads which exploit the available technology (such as computer graphics) to present a greatly exaggerated picture of the toy's capabilities.

The relevant Guidelines to this issue state:

"Copy, sound and visual presentations should not mislead children about product or performance characteristics. Such characteristics may include, but are not limited to, size, speed, method of operation, color, sound, durability and nutritional benefits."

"Care should be taken not to exploit a young child's imagination. Fantasy, including animation, is appropriate for younger as well as older children. However, it should not create unattainable performance expectations nor exploit the younger child's difficulty in distinguishing between the real and the fanciful."

"The performance and use of a product should be demonstrated in a way that can be duplicated by the child for whom the product is intended."

For example, some of our inquiries have involved advertising in which figures or dolls are depicted producing realistic speech or sound effects. While we monitor these ads closely, and often send for product, it has become apparent that in almost all instances the toys do perform as represented and, provided that the method of operation is clear, the advertising fully complies with our Guidelines in this regard.

Another relatively new technology which has spawned a number of product lines is that of temperature sensitive color change. As with the dolls and figures with sound capabilities, we have monitored these closely and have examined color changing hair, clothes, figures, playsets and more. In all instances the method of operation was clearly shown, the need for warm and icy water clearly disclosed, and the advertising found to comply with our Guidelines.

Despite the generally high level of compliance and accurate representation of products cited above, there have been some instances, usually associated with elaborate play settings, where enhancement techniques have produced misleading and unrealistic performance expectations. These have shown up as "smoking wheels" on racing cars, amplified lights and sound effects which, given the available technology, could well be produced by the toys being advertised but turned out not to be when the products were tested.

It is precisely the sophistication of available production techniques and the possibility for deceptive enhancement which makes CARU's informal procedure, with its frequent calls for product and advertising, so critical to the effective monitoring of children's toy advertising. Without examining the toys it is no longer possible to distinguish between accurate representations and deceptive enhancement.