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Press Release

April 19, 2007

PTC Urges Black & Decker to Nail Down a Family-Friendly TV Ad Policy


TOWSON, MD (April 19, 2007) – At today’s Black & Decker shareholders meeting, the Parents Television Council™ called on the company to change its advertising practices, as it consistently advertises on programming that contains graphic violence, excessive sexual content and foul language.  A statement was delivered by Melissa Henson, senior director of programs for the PTC, to Black & Decker Vice-President of Investor and Media Relations Roger Young at the conclusion of the meeting.  The following are excerpts from the statement:


“Black & Decker is clearly a leader in the betterment of the lives of all people.  Chairman Archibald your philanthropic work through the Black & Decker Community Giving Program has helped people in need throughout the country.  Surely, you understand how Black & Decker irresponsibility in the media marketplace can undermine your good works.  It is a shame that Black & Decker cannot demonstrate leadership as a responsible corporate citizen as reflected in the support of the company’s consistent pattern of advertising on some of the most violent and vulgar programming on television.


“It is clear to me, and to the Parents Television Council’s 1.1 million members, that Black & Decker does not have media guidelines in place to keep its name off of programs containing graphic and explicit content.


“Over the past year Black & Decker had sponsored such shows as Boston Legal, C.S.I., Criminal Minds and FX’s Nip/Tuck series.  This particular Nip/Tuck episode included women displaying their breasts, gory surgical procedures and dialogue that included this exchange from the lead character:  “I don’t want you in the porn business anymore.  Period.  Do you realize how many men are boning you right now?”


“The PTC’s message to Black & Decker is this – your advertising dollars reflect your corporate values.  I doubt the Board of Directors or the shareholders would be proud of this program that your media dollars supported.


“I am here today to plead with you, on behalf of millions of Americans, to stop underwriting sleaze and adopt responsible advertising guidelines that will keep Black & Decker off of programming that contains foul language, gratuitous sex, and graphic violence.  Please embrace your responsibility to society by being an economic, intellectual and social asset to the television viewing community.  Will Black & Decker continue paying for the ‘cultural sewage’ that is delivered into our homes on a nightly basis?  Or, will Black & Decker be a responsible corporate citizen and dedicate its advertising dollars toward sponsoring pro-social, family-friendly programming?


“The Parents Television Council would like your response to this question by the first of May so that we may let our 1.1 million members know whether or not Black & Decker is dedicated to responsible advertising and not to return to sponsoring some of the most offensive and violent programming on television.  I hope that I will be able to tell them that Black & Decker is adopting advertising guidelines that reflect its corporate values.”


To schedule an interview with a PTC representative, please contact Kelly Oliver (ext. 140) or Megan Franko (ext. 148) at (703) 683-5004.

The Parents Television Council™ (www.parentstv.org®) is a non-partisan education organization advocating responsible entertainment. It was founded in 1995 to ensure that children are not constantly assaulted by sex, violence and profanity on television and in other media. This national grassroots organization has more than 1.3 million members across the United States, and works with television producers, broadcasters, networks and sponsors in an effort to stem the flow of harmful and negative messages targeted to children. The PTC also works with elected and appointed government officials to enforce broadcast decency standards. Most importantly, the PTC produces critical research and publications documenting the dramatic increase in sex, violence and profanity in entertainment. This information is provided free of charge so parents can make informed viewing choices for their own families.




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