How to Recognize Advertising to Children—and Why Honesty Is Non-Negotiable
As children spend more time on screens—watching videos, playing games, and engaging with digital content—advertising aimed at them is becoming more sophisticated and harder to identify. That’s why the Children’s Advertising Review Unit (CARU), a division of BBB National Programs, provides critical guidance to ensure that all advertising directed to children under 13 is truthful, appropriate, and clearly distinguishable from entertainment or educational content.
But how do we know when an ad is considered child-directed? And what’s required of advertisers once it is?
Let’s take a closer look at what constitutes advertising to children—and why honesty is the foundation of all responsible advertising to this vulnerable audience.
This flexible approach allows CARU to assess a wide variety of media, including television, YouTube, apps, games, influencer content, social media references, and more. Importantly, no one factor is controlling—it’s the cumulative impression that matters.
Children are still developing critical thinking skills. They often:
That’s why CARU requires that advertisers look at their ads through the eyes of a child. Any omission, visual gimmick, or implication that might mislead a child could be deemed deceptive—even if it wouldn’t mislead an adult.
Whether the ad promotes a snack, a toy, a streaming service, or a loyalty program, these rules apply across all media and platforms.
But how do we know when an ad is considered child-directed? And what’s required of advertisers once it is?
Let’s take a closer look at what constitutes advertising to children—and why honesty is the foundation of all responsible advertising to this vulnerable audience.
What Is Considered Child-Directed Advertising?
Not all advertising that children see is considered advertising to children. To determine if an ad is primarily directed to children, CARU uses a multi-factor analysis. No one factor determines the outcome—rather, the ad must be evaluated in context using a range of relevant signals:- The subject matter (Is it of clear interest to kids?)
- Visual and audio style (Bright colors? Childlike voices?)
- Use of child-focused animated characters or themes
- Incentives or activities specifically appealing to children
- The age of actors or influencers
- Presence of child celebrities or characters with strong youth appeal
- Use of directives (e.g., “Ask your parents”)
- The language used in the ad (e.g., simplified vocabulary, repetition)
- Audience composition data (Who’s actually watching it?)
- Advertiser’s stated or inferred intent
This flexible approach allows CARU to assess a wide variety of media, including television, YouTube, apps, games, influencer content, social media references, and more. Importantly, no one factor is controlling—it’s the cumulative impression that matters.
Deception Is Never Acceptable—At Any Age
Once an advertisement is deemed child-directed, it must meet CARU’s standard of truthfulness and clarity. Advertising to children must not be deceptive or misleading, based on the net impression the ad conveys to a typical child viewer.Children are still developing critical thinking skills. They often:
- Struggle to differentiate content from advertising
- Believe advertising is inherently trustworthy
- Fail to recognize exaggeration or implied promises
- Lack real-world experience to evaluate performance claims
That’s why CARU requires that advertisers look at their ads through the eyes of a child. Any omission, visual gimmick, or implication that might mislead a child could be deemed deceptive—even if it wouldn’t mislead an adult.
To Comply with CARU’s Guidelines on Deception, Advertisers Must:
- Ensure the overall impression of the ad is not misleading.
- Consider the age and developmental stage of the intended audience.
- Substantiate all objective performance or benefit claims with reliable evidence.
Whether the ad promotes a snack, a toy, a streaming service, or a loyalty program, these rules apply across all media and platforms.