Baby Einstein Not So Smart: Disney Offers Refunds Following Legal Threats
The Baby Einstein line of multimedia products, launched in 1997 and sold in 2000 to Disney, made lofty claims about how the developmental videos would ?facilitate the development of the brain in infants.? However, in recent years the company has scaled back those promises considerably, in part due to allegations of false advertising. Particularly after the American Academy of Pediatrics discouraged television viewing in children under the age of two, there have been questions about whether the videos do more harm than good ? and whether consumers have been misled.
In 2006, Disney dropped the term ?educational? from the products? marketing materials when the Campaign for a Commercial-Free Childhood (CCFC) group filed a complaint with the Federal Trade Commission (FTC), alleging false and deceptive advertising. The FTC is an independent government agency that promotes consumer protection.
Later that same year, academic studies surfaced revealing that baby videos like those in the Disney line could actually lead to a decrease in language acquisition for toddlers and infants. The FTC subsequently decided that the science was inconclusive, and since Disney had already watered down their marketing campaign (removing overt claims that the videos would improve child development), the agency took no action.
However, it was more recently when CCFC threatened Disney with a class-action lawsuit that the company took the step of offering refunds to customers. Disney is offering refunds or exchanges for any consumers ?not satisfied? with their Baby Einstein DVDs that were purchased between June 5, 2004 and September 4, 2009.
Though Disney isn?t admitting any wrongdoing, this is a reminder that consumers are smart to be on their toes about potentially deceptive advertising. Though DVDs might be fairly harmless, something like drugs may not be.
In 2006, Disney dropped the term ?educational? from the products? marketing materials when the Campaign for a Commercial-Free Childhood (CCFC) group filed a complaint with the Federal Trade Commission (FTC), alleging false and deceptive advertising. The FTC is an independent government agency that promotes consumer protection.
Later that same year, academic studies surfaced revealing that baby videos like those in the Disney line could actually lead to a decrease in language acquisition for toddlers and infants. The FTC subsequently decided that the science was inconclusive, and since Disney had already watered down their marketing campaign (removing overt claims that the videos would improve child development), the agency took no action.
However, it was more recently when CCFC threatened Disney with a class-action lawsuit that the company took the step of offering refunds to customers. Disney is offering refunds or exchanges for any consumers ?not satisfied? with their Baby Einstein DVDs that were purchased between June 5, 2004 and September 4, 2009.
Though Disney isn?t admitting any wrongdoing, this is a reminder that consumers are smart to be on their toes about potentially deceptive advertising. Though DVDs might be fairly harmless, something like drugs may not be.
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