Making Product Claims to Children? Here’s What You Must Get Right
Children are a uniquely impressionable audience. They’re imaginative, curious—and still developing the ability to evaluate the persuasive intent of commercial messaging. That’s why, under BBB National Programs’ Children’s Advertising Review Unit (CARU) Advertising Guidelines, advertisers are held to a high standard when making product or service claims directed to children.
Whether you are marketing toys, games, snacks, apps, or entertainment, CARU outlines essential rules to ensure ads are not misleading, confusing, or exploitative to kids under 13.
When it comes to product claims, that means being extra careful about what you say, how you say it, and what your visuals may imply.
1. Don Not Exaggerate Product Features
The ad must not mislead children about key features such as:
Example: A toy car that requires a push shouldn’t appear to move on its own in the ad.
2. Avoid Overpromising Benefits
Ads should not suggest that using a product will make a child:
Example: A snack should not be marketed as helping a child become a “super athlete.”
3. Use Fantasy Carefully
Imaginative elements like animation and CGI are fun and appropriate in kids' ads; however, it is not okay if they create unrealistic expectations. Kids should be able to distinguish fantasy from reality.
Tip: Don’t imply that using your product gives magical or superhuman abilities.
4. Show It as It Really Works
The way a product is shown in the ad should match how a child can actually use it. Demonstrations must reflect realistic, reproducible outcomes for a child of the target age.
Example: If assembly or parental assistance is required, make it clear.
5. Be Transparent About What Is Included
If the ad shows additional accessories, special pieces, or extra features, it must clearly state if those are sold separately.
Tip: Use clear visuals and disclosures such as “Accessories sold separately.”
6. Avoid Overconsumption
When advertising food or beverages:
Example: A single child shouldn’t be shown eating three servings of a snack in one sitting.
7. Respect Family and School Meals
Food ads must not disparage meals served by a child’s family or school—or suggest that choosing your product is better than what’s offered at home.
Reminder: A child getting excited about a meal is fine—but putting down other food is not.
Bottom Line: Be Real, Be Clear, Be Fair
When in doubt, ask: Would a child watching this ad reasonably understand what they’re getting?
If the answer isn’t yes, it’s time to revise.
Want to make sure your advertising meets the highest standard in children’s media? Explore CARU’s Advertising Guidelines or set up a consultation with CARU’s Pre-Screening team. From concept to final cut, CARU offers pre-screening services to help businesses and agencies spot and correct advertising and privacy issues before ads, contests, and promotional websites go live.
Whether you are marketing toys, games, snacks, apps, or entertainment, CARU outlines essential rules to ensure ads are not misleading, confusing, or exploitative to kids under 13.
Why Advertising to Kids Is Different
Children don’t just respond differently to ads—they interpret them differently. An ad that might seem harmless or humorous to adults can easily be misunderstood by a child. That’s why CARU’s Guidelines focus on the overall net impression of the ad and emphasize that advertisers must consider children’s limited experience, maturity, and judgment.When it comes to product claims, that means being extra careful about what you say, how you say it, and what your visuals may imply.
Rules for Product and Service Claims
According to CARU’s Guidelines, advertisers should follow these rules to avoid misleading children.1. Don Not Exaggerate Product Features
The ad must not mislead children about key features such as:
- Speed
- Size
- Sound or color
- Durability
- What is included with purchase
- Method of operation
Example: A toy car that requires a push shouldn’t appear to move on its own in the ad.
2. Avoid Overpromising Benefits
Ads should not suggest that using a product will make a child:
- Stronger
- Smarter
- More popular
- Taller, faster, or more successful
Example: A snack should not be marketed as helping a child become a “super athlete.”
3. Use Fantasy Carefully
Imaginative elements like animation and CGI are fun and appropriate in kids' ads; however, it is not okay if they create unrealistic expectations. Kids should be able to distinguish fantasy from reality.
Tip: Don’t imply that using your product gives magical or superhuman abilities.
4. Show It as It Really Works
The way a product is shown in the ad should match how a child can actually use it. Demonstrations must reflect realistic, reproducible outcomes for a child of the target age.
Example: If assembly or parental assistance is required, make it clear.
5. Be Transparent About What Is Included
If the ad shows additional accessories, special pieces, or extra features, it must clearly state if those are sold separately.
Tip: Use clear visuals and disclosures such as “Accessories sold separately.”
6. Avoid Overconsumption
When advertising food or beverages:
- Don’t show unrealistic quantities
- Portions should reflect age-appropriate serving sizes
- Never suggest replacing meals with snacks
Example: A single child shouldn’t be shown eating three servings of a snack in one sitting.
7. Respect Family and School Meals
Food ads must not disparage meals served by a child’s family or school—or suggest that choosing your product is better than what’s offered at home.
Reminder: A child getting excited about a meal is fine—but putting down other food is not.
Bottom Line: Be Real, Be Clear, Be Fair
When in doubt, ask: Would a child watching this ad reasonably understand what they’re getting?
If the answer isn’t yes, it’s time to revise.
Want to make sure your advertising meets the highest standard in children’s media? Explore CARU’s Advertising Guidelines or set up a consultation with CARU’s Pre-Screening team. From concept to final cut, CARU offers pre-screening services to help businesses and agencies spot and correct advertising and privacy issues before ads, contests, and promotional websites go live.