The film industry wants to ensure that all advertising for rated films is appropriate for viewing by the general public. Therefore, all advertising for films rated by CARA must be submitted to the MPAA Advertising Administration prior to being released to the public. Advertising materials include, but are not limited to, all print ads, radio and TV spots, press kits, outdoor advertising such as billboards, Internet sites, video or DVD packaging, and trailers for both theatrical and home video releases.  The Advertising Administration reviews these materials to determine their suitability for general audiences, and to make sure that the advertising is placed appropriately.

After its review of submitted materials, the Advertising Administration reports within 24 hours to the submitting distribution company. Every advertising item must display the film's rating, and may require several revisions before final approval. According to the Advertising Administration guidelines, advertising that is targeted for an audience attending a "G" or "PG" feature will not be approved if it includes scenes depicting violence, sensuality, offensive language, or other material that most parents would find unacceptable for their younger children to see or hear. Film companies do have the option, however, of creating advertising for a limited audience (not including younger children) for whom the material is appropriate, i.e., "restricted" trailers, which may be shown only before "R" and "NC-17" films, restricted-access internet sites, and television spots reserved for late-night audiences.