Understand why the trailer for the movie ‘Barbie’ was banned from being shown in Brazil by Conar for days

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Conar had applied an injunction to one of the trailers for the release of the feature film, but reversed the decision after the advertiser reported that the Ministry of Justice and Public Security gave the film a free age rating. Premiere of the movie ‘Barbie’ in theaters takes place on the next day (20) Divulgation The movie “Barbie”, by Warner Bros, hasn’t even been released yet, but it’s already one of the most talked about subjects of the year. And, since last week, it has also become a topic of interest for the National Advertising Self-Regulation Council (Conar). Last Friday (7), the agency granted a partial injunction that suspended the showing of one of the film’s trailers in Brazilian cinemas, exclusively in sessions where the indicative rating was open to children under 12 years old. The trailer in question is the first video publicity piece for “Barbie”. In it, children appear playing with dolls, until one of the girls breaks the toys’ heads. This Monday afternoon (11), however, Conar itself lifted the ban applied to the trailer after the company responsible for the film reported that the Ministry of Justice and Public Security had granted a free age rating for the film and its trailers. See more details below. Mansion inspired by Barbie’s Dream House will be available for booking in July and will be hosted by Ryan Gosling Why was the trailer banned? According to Conar, the decision for suspension occurred after the agency received a complaint from a consumer, alleging that the trailer in question did not follow the recommendations of Section 11 of the Brazilian Advertising Self-Regulation Code. Article 37 of the Section provides that “the efforts of parents, educators, authorities and the community must find in advertising a supporting factor in the formation of responsible citizens and conscious consumers”. The Code determines that no advertisement may, among other points, detract from positive social values, such as friendship, civility, honesty, justice, generosity and respect for people, animals and the environment. Thus, the rapporteur for Conar’s ethical representation who granted the partial injunction in relation to the showing of the trailer emphasized, in her decision, that the advertising piece is on display ostensively for children and with scenes of non-urbanity, lack of good manners and violent or unsafe act, in reference to the scene of the child breaking the doll’s head. “In this sense, and because the protection of children’s rights is subject to the precautionary principle, it granted a partial preliminary injunction, recommending the suspension of the disclosure of one of the film’s teasers, a restriction valid only for disclosures in commercial space blocks in sessions cinema of films with indicative rating below 12 years old, as this is the child protection age established by article 2 of the Child and Adolescent Statute”, explained Conar, in a note. The body points out, however, that the injunction was limited only to the trailer, which is an advertising piece, and is not related to the exhibition of the film, which is an artistic work. Suspension of the ban In contact with g1, Conar’s advisory team informed that the agency decided to suspend its proposed partial injunction applied to the trailer. According to the note, the decision was taken “in view of the information brought by the advertiser, that the Ministry of Justice and Public Security granted a free age rating to the film and its trailer, having informed that such measure would also specifically include the advertising teaser object of the representation of the Conar”. Despite the suspension of the injunction, Conar informs that the case’s rapporteur requested more information from the advertiser of “Barbie” in Brazil, to analyze whether the processing of the complaint in the body should be impaired by the Ministry’s examination of the same subject.

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