Group says TV spot led kids to falsely believe the Biebs would be appearing at their local theater
Young Justin Bieber fans across America are being misled, according to the Children’s Advertising Review Unit (CARU).
The group recommended that Paramount pull a 60-second TV commercial for the film “Justin Bieber: Never Say Never," which depicts a theater full of screaming youth … and the Biebs himself on hand to egg them on.
"This could happen in your theater," the Biebs states.
The false implication, according to CARU: kids really could be incorrectly led to believe that Justin Bieber will show up at their local multiplex.
Officials for New York-based CARU, an offshoot of the Better Business Bureau, were unavailable for comment. It's unclear what commercial they're targeting.
"Never Say Never" was released in February, before going onto make $98.4 million worldwide.
Paramount released a statement saying it "disagrees" with CARU's assesment. It also says the commerical has already been pulled and will not run again.
When reviewing advertising directed to children, CARU claims it “steps into the shoes of the child,” taking into account their special vulnerabilities such as inexperience, immaturity, and lack of cognitive skills needed to evaluate the credibility of advertising.