Under the agreement, the MPAA will participate in reviewing complaints, received by CARU, concerning placement of ads for PG-13 rated movies during TV programming targeted to specifically to kids under 12 that it cannot resolve. Once referred by CARU for review, the MPAA Advertising Administration will to determine whether the film is appropriate for advertising to kids. This is a role that CARU previously took on and then referred on to the Federal Trade Commission. The issue centers primarily around movies that are rated PG-13. According to MPAA Advertising guidelines, PG-13 films with certain content may only be advertised to particular audiences, and the Advertising Administration works with film companies in targeting ads appropriately.
More coverage and some comments to follow later on today/tomorrow. In the meantime, check out KidAdLaw's coverage here.