Clear and Honest: What Kids Deserve in Every Ad
Children’s cognitive ability to understand and evaluate advertising is still developing. They may not be able to read (particularly small print), or recognize persuasive intent, or they may be overly influenced by a celebrity they admire. That’s why advertisers targeting children must be especially mindful about two critical aspects of every ad: how important information is disclosed and how endorsements are used.
BBB National Programs’ Children’s Advertising Review Unit (CARU) Advertising Guidelines are widely recognized industry standards to assure that advertising directed to children is not deceptive, unfair, or inappropriate for its intended audience.
Here’s what responsible advertisers need to know.
When an ad includes information that is necessary for a child to understand what they’re seeing—such as what's included with a product, whether something must be assembled, or if batteries are required—this information must be presented in ways that children can actually notice and understand.
To do that, disclosures must be:
If a toy is shown with accessories that are sold separately, or if there is an online component that requires an adult’s permission, that must be made unmistakably clear. Children shouldn’t need to read fine print or interpret legal jargon to understand what they’re getting.
Disclosures must also never contradict other parts of the ad or be presented in ways that compete with flashy visuals or distracting sounds.
When using influencers or public figures in child-directed advertising:
By presenting important details clearly and using endorsements responsibly, brands can build meaningful, respectful relationships with young audiences—while helping parents feel confident about the brand and the messages their children are receiving.
BBB National Programs’ Children’s Advertising Review Unit (CARU) Advertising Guidelines are widely recognized industry standards to assure that advertising directed to children is not deceptive, unfair, or inappropriate for its intended audience.
Here’s what responsible advertisers need to know.
Make Important Information Impossible to Miss
In advertising to children, clarity and visibility are non-negotiable.When an ad includes information that is necessary for a child to understand what they’re seeing—such as what's included with a product, whether something must be assembled, or if batteries are required—this information must be presented in ways that children can actually notice and understand.
To do that, disclosures must be:
- Worded in simple, age-appropriate language
- Easy to read and hear (for example, using large conspicuous text and reasonably paced voiceovers)
- Presented at the right time—not buried at the end or flashed too quickly
- Repeated in longer ads so children are more likely to catch them
If a toy is shown with accessories that are sold separately, or if there is an online component that requires an adult’s permission, that must be made unmistakably clear. Children shouldn’t need to read fine print or interpret legal jargon to understand what they’re getting.
Disclosures must also never contradict other parts of the ad or be presented in ways that compete with flashy visuals or distracting sounds.
Handle Influencers and Celebrities with Care
Children often look up to celebrities, popular characters, and influencers. Their opinions can shape what children believe about a product—even when no explicit claim is made. Because of that influence, advertisers must hold endorsements to a high standard of responsibility and transparency.When using influencers or public figures in child-directed advertising:
- Any performance-related message must be truthful. You cannot falsely imply that a product contributed to the person’s talent or success.
- The endorser must actually use and believe in the product or service.
- If the endorser is presented as an expert, they must be qualified to hold that title.
- Influencers must clearly disclose their connection to the brand—especially when it might not be obvious to a child viewer.
- Children may not realize that a post, video, or message is paid advertising unless told directly.
Put Children First in Every Message
At the heart of these best practices is one simple idea: children deserve clarity, honesty, and transparency in the media they consume. Whether it’s a spoken line in a commercial or a product mentioned in a video, advertisers should never assume a child knows the rules of advertising. It is the advertiser’s job to make the experience understandable and trustworthy.By presenting important details clearly and using endorsements responsibly, brands can build meaningful, respectful relationships with young audiences—while helping parents feel confident about the brand and the messages their children are receiving.