BBB National Programs Archive
CARU is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus. CARU monitors advertising to children in all media. CARU also examines websites and apps for compliance with CARU’s Self-Regulatory Program for Children’s Advertising – which includes guidelines on online privacy protection – as well as with the federal Children’s Online Privacy Protection Act (COPPA).
The website came to CARU’s attention through CARU’s regular monitoring practices.
The website features several changing animated backgrounds of dragons and fanciful scenery from the movie “How to Train Your Dragon.” Visitors to the site can participate in activities that include raises and training their own dragon. The site also features games, coloring pages, guides for raising dragons and a quiz about the dragons from the movie.
Following its initial review of the site, CARU questioned whether Jump Start:
- Implemented proper age-screening mechanisms, used in conjunction with technology, e.g., a session cookie, to help prevent underage children from going back and changing their age.
- Obtained proper verifiable parental consent prior to the collection or disclosure of personally identifiable information.
- Collected persistent identifiers that might be used to recognize a user over time and across different websites.
CARU noted in its decision that it was pleased the site operator “had agreed to participate in CARU’s self-regulatory program and implement changes to bring the Website’s privacy and advertising practices into compliance with its guidelines and COPPA.