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Baby DVDs Cleared

6 Dec, 2007 By: Chris Tribbey

The Federal Trade Commission will not go after Brainy Baby LLC and Walt Disney Co.'s Baby Einstein Co., The Associated Press reported Dec. 6, ending more than a year of investigation into whether the two companies had falsely advertised the educational benefits of DVDs for toddlers.

The Boston-based Campaign for a Commercial-Free Childhood accused the two companies of falsely marketing their toddler products in May 2006.

Mary Engle, the FTC's associate director for consumer protection, told the news service that both companies have changed how they market their products, and both have promised to back up their claims in the future.

“Brainy Baby is pleased with this decision,” company founder Dennis Fedoruk told the AP. “We feel it reflects the commitment of our company to market responsibly.”

In August, a University of Washington study named the two brands as possibly being detrimental to the vocabulary progress of infants and toddlers.

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