Safety First: Why Advertising to Kids Must Never Cross the Line
Children are naturally curious, eager to explore, and prone to imitation. That’s why advertisers targeting audiences under 13 must take extra care to ensure their messaging is safe, age-appropriate, and free of harmful or inappropriate material.
At BBB National Programs’ Children’s Advertising Review Unit (CARU), one of the fundamental principles is this: ads must never encourage unsafe behavior or promote content that’s inappropriate for children.
Here’s what responsible advertisers need to keep in mind when developing campaigns for kids.
Even seemingly minor oversights—like showing a child standing on a chair to reach something—can send the wrong message. The safest rule? If it wouldn’t be safe to do in real life, don’t show it in an ad to kids.
Even products that are labeled “Keep out of reach of children” must be advertised with care. If they serve a legitimate benefit to children—such as sunscreen or children’s toothpaste—they must be shown being used as directed and with adult supervision.
Even if content appears humorous or harmless to adults, advertisers must assess it through the lens of a child’s understanding and emotional development.
At BBB National Programs’ Children’s Advertising Review Unit (CARU), one of the fundamental principles is this: ads must never encourage unsafe behavior or promote content that’s inappropriate for children.
Here’s what responsible advertisers need to keep in mind when developing campaigns for kids.
Children Are Prone to Imitation—Ads Must Account for That
Children often mimic what they see. If an ad shows a child performing an activity, children may try to replicate it—without understanding the risks. That’s why advertising directed to children should:- Show kids using products as intended and safely
- Include proper safety equipment (like helmets or seatbelts) when needed
- Depict adult supervision when it would be expected in real life
- Avoid glorifying stunts, risky behavior, or actions that could lead to injury
Even seemingly minor oversights—like showing a child standing on a chair to reach something—can send the wrong message. The safest rule? If it wouldn’t be safe to do in real life, don’t show it in an ad to kids.
Certain Products Should Never Be Marketed to Kids
Some products are inherently unsafe or inappropriate for children—and should not be advertised to them, or feature them using them, at all. These include:- Tobacco, vaping, or e-cigarette products
- Alcoholic beverages
- Harsh cleaning products
- Firearms, fireworks, or weapons
- Prescription drugs or medical devices intended for adult use
Even products that are labeled “Keep out of reach of children” must be advertised with care. If they serve a legitimate benefit to children—such as sunscreen or children’s toothpaste—they must be shown being used as directed and with adult supervision.
Show the Right Age Range Using the Right Products
Ads should only show children engaging with products intended for their age group. For example, a toy designed for ages 8+ should not be shown being used by a 3-year-old. This not only helps manage safety—it also avoids creating unrealistic expectations among younger children.Inappropriate Content Has No Place in Ads for Children
Advertisers should also avoid any content that could frighten, upset, or negatively influence children. That includes:- Scary imagery or sounds that could provoke anxiety
- Sexual or violent themes
- Negative stereotypes, discrimination, or socially insensitive messaging
- Linking to outside content that is not child-appropriate
Even if content appears humorous or harmless to adults, advertisers must assess it through the lens of a child’s understanding and emotional development.