Juvenile delinquency (1955)

170 JUVENILE DELINQUENCY t). Specific details of crime, inciting imitation, shall not be used. 10. Motion picture advertisers shall be guided by the provision of the pro- duction code that the use of liquor in American life shall be restricted to the necessities of characterization and plot. 11. Nudity with meretricious purpose and salacious postures shall not be used; and clothed figures shall not be represented in such manner as to be offensive or contrary to good taste or morals. 12. Court actions relating to censoring of pictures, or other censorship dis- putes, are not to be capitalized in advertising or publicity. 13. Titles of source materials or occupations or names of characters on which motion pictures may be based, should not be exploited in advertising or upon the screen if such titles or names are in conflict with the provisions of the production code affecting titles. 14. No text or illustration shall be used which capitalizes, directly or by impli- cation, upon misconduct of a person connected with a motion picture thus advertised. Regulations for the Administration of the Advertising Code (The following regulations were adopted by the board of directors of the Motion Picture As.sociatiou of America, Inc., April 22, 1948, and amended June 21, 1950.) 1. These regulations are applicable to all members of the Motion Picture Asso- ciation of America, Inc. (hereinafter referred to as the "association"), sub- sidiaries of a member producing or distributing motion pictures, and to all pro- ducers and distributors of motion pictures with respect to each picture for which the association has granted its certificate of approval, pursuant to an application therefor. 2. The term "advertising" as used herein shall be deemed to mean all forms of motion picture advertising and exploitation, and ideas therefor, including, among other things, but without limitation thereto, the following: press books; still photographs; newspaper, magazine and trade paper advertising; publicity copy and art intended for use in press books or otherwise intended for use in press books or otherwise intended for general distribution in printed form or for theater use; trailers; posters, lobby displays and other outdoor displays; ad- vertising accessories, including heralds, throwaways, etc.; novelties; copy for exploitation tie-ups ; radio and television copy. The term "company" as used herein shall be deemed to mean any person, firm or corporation. 3. All advertising shall be submitted to the advertising code administration of the association for approval before use, and shall not be used in any way until so submitted and approved as hereinafter set forth. All advertising shall be sub- mitted in duplicate with the exception of press books, which shall be submitted in triplicate. 4. The advertising code administration shall proceed as promptly as it finds feasible to approve or disapprove the advertising submitted on the basis of whether it complies with the advertising code. The advertising code administration shall stamp its approval on one copy of all advertising approved and return such stamped copy to the company sub- mitting the same. If the advertising code administration disapproves of any advertising, there shall be stamped the word "disapproved" on one copy thereof, which shall be returned to the company submitting the same; or, if the advertis- ing code administration so desires, it may return the same with suggestions for such changes or corrections in the advertising as will cause it to be approved. 5. After advertising (as defined in sec. 2 above) for a motion picture shall have been approved by the advertising code administration, if circumstances arise, either before or after the picture's release, which in the judgment of the admin- istrator seem to require the withdrawal of all, or any portion of such previously approved advertising, then, after consultation with the advertising advisory council, lie shall immediately file a written report with the president and secre- tary of the association (a) setting forth the situation existing at the time such prior approval was granted for such advertising, (6) reciting the intervening circumstances with resultant changes in the situation, (c) listing the reasons why in the opinion of the administrator all or a designated portion of the adver- tising previously approved should be withdrawn and (rf) certifying that if such advertising were then being presented to him for the first time, it would not be approved by him under the advertising code for stated reasons.