• …But Fell Short on Protecting Kids

    by  • February 3, 2015 • Advertiser Accountability, Sex, Sexualization • 3 Comments

    Unfortunately, there were still a few ads inappropriate for families and kids on this year’s Super Bowl. Amid the flood of optimistic, family-friendly imagery, the commercials that featured sexual imagery stood out all the more.

    Many of the most objectionable ads ran only in certain parts of the country. On the west coast, Always’ ad promoting self-esteem among girls and NoMore’s anti-domestic abuse commercial were followed almost immediately by an ad for Carl’s Jr. – an ad the PTC rightly condemned for featuring a naked woman and tons of sexual innuendo. It is sad that Always’ effort to promote healthy images of girls was followed by a virtual striptease

    Also on the west coast, a commercial aired for the upcoming sexually explicit film 50 Shades of Grey. There was a time (and not so long ago) that broadcast standards would not have allowed an ad promoting an R-rated sex movie during prime-time hours, and especially during an event overwhelmingly watched by families.

    Finally, of course, there was the apparently obligatory ad for Victoria’s Secret, featuring pouty-lipped models in lingerie writhing on beds. This, too, is something that kids did not need to see during a family event. Once, broadcasters took into account the “time, place, and manner” of their programming, and scheduled their commercials accordingly. Sadly, network concern for young viewers now takes last place to promoting as much sex as possible.



    Christopher Gildemeister is the PTC’s Head of Research Operations. He began as an Entertainment Analyst at the PTC in 2005. From 2007-2016, he was Senior Writer/Editor, responsible for communicating the PTC’s message to the public through newsletters, columns, and the PTC Watchdog blog. Dr. Gildemeister holds a Ph.D. from The Catholic University of America.

    3 Responses to …But Fell Short on Protecting Kids

    1. Veslemoey Zwart
      February 9, 2015 at 4:36 am

      It is so sad that we have to watch ads that “prostitute” young girls to sell anything, also an organic beef burger. Get it off daytime and network television!
      It is frustrating that we as a family, being into sports and music, have to watch and explain women- now also girls- sex and ads to our kids..what a huge set back? Even they react to it. We don’t accept this pollution and I am never ever going to Carls Jr. again. Sorry, Carl. You lost me.

    2. Suzann LaForte Melton
      February 6, 2015 at 11:11 am

      As a Christian, a wife and mother I am outraged by the media. The disgusting ads and commercials that have desensitized our culture. I pray to God that we as Christians can make a difference and stop this!!! Thank you PTC for your fight against this sex war.

    3. liz
      February 6, 2015 at 10:01 am

      Parents should not let their kids watch TV at all. Period. They say it would be “sad” if the kids went back to school and could not follow all the talk about all the commercials or the game itself. If the price for the ability to follow the talk is loss of innocence, that price is too high.

      My teen sons never got TV or movies (unless we watched them first, on dvd). And they only went to websites we approved of. They now shake their heads at all the kids who show their butt, have tattoos they can never get rid of, kill brain cells every weekend as they drink and do drugs, have sex and deal with STDs and unwanted pregnancies (or babies that they thought they wanted but now regret having). And now some are “cutting” themselves. Don’t parents realize it’s an ill world and it’s all because of Hollywood and the ill people who run it. Want to know how it came to be? Read two books: RULES FOR RADICALS and PINK SWASTIKA. And throw out the TV.

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