BBB National Programs’ Children’s Advertising Review Unit Publishes Safeguards for Generative AI & Kids; Announces Expanded AI Working Group
McLean, VA – October 20, 2025 – BBB National Programs’ Children’s Advertising Review Unit (CARU) today released the Generative AI & Kids Risk Matrix, safeguards designed to help companies developing or deploying AI systems to identify and mitigate risks specific to children, and to help parents understand the risks AI can pose to children and how to respond with informed, protective actions.
The Risk Matrix was developed over a 15-month period through CARU’s AI Working Group, a collaborative of well-respected global industry professionals representing toy, gaming, network, food, streaming, adtech, and mobile brands popular with children.
These companies, led by CARU, discussed the online advertising, privacy, and safety issues brands and companies face when designing and developing their online services directed to children using generative AI, to help identify areas of risk and aid in understanding how to apply CARU’s Advertising and Privacy Guidelines. Widely recognized industry standards, CARU’s Guidelines are designed to assure that advertising directed to children is not deceptive, unfair, or inappropriate for its intended audience and that, in an online environment, children’s data is collected and handled responsibly.
The Risk Matrix, intended to be a set of realistic, actionable considerations and best practices, maps key risk areas, real-life examples, potential harms, corporate responsibilities, and practical steps companies can take based on trusted guidance and leading global frameworks.
Risk areas addressed in the Risk Matrix include:
As the modern era of AI is quickly evolving, and more safeguards are necessary, CARU is pleased to announce that the AI Working Group will expand its scope under BBB National Programs’ Center for Industry Self-Regulation (CISR).
Leading brands in CARU’s AI Working Group will be joined in this CISR Incubator by researchers, academics, and other industry professionals to continue addressing the risks and benefits of the use of AI in the children’s space, including on general audience platforms appealing to teens. Immediate areas of interest include AI chatbots and companions.
Access the Generative AI & Kids Matrix. Join the AI Working Group.
Media Inquiries:
Jennie Rosenberg
Media Relations
press@bbbnp.org
The Risk Matrix was developed over a 15-month period through CARU’s AI Working Group, a collaborative of well-respected global industry professionals representing toy, gaming, network, food, streaming, adtech, and mobile brands popular with children.
These companies, led by CARU, discussed the online advertising, privacy, and safety issues brands and companies face when designing and developing their online services directed to children using generative AI, to help identify areas of risk and aid in understanding how to apply CARU’s Advertising and Privacy Guidelines. Widely recognized industry standards, CARU’s Guidelines are designed to assure that advertising directed to children is not deceptive, unfair, or inappropriate for its intended audience and that, in an online environment, children’s data is collected and handled responsibly.
The Risk Matrix, intended to be a set of realistic, actionable considerations and best practices, maps key risk areas, real-life examples, potential harms, corporate responsibilities, and practical steps companies can take based on trusted guidance and leading global frameworks.
Risk areas addressed in the Risk Matrix include:
- Misleading and deceptive advertising
- Deceptive influencer and endorser practices
- Privacy invasions and data protection risks
- Bias and discrimination in the use of AI
- Harms to mental health and development
- Manipulation and over-commercialization
- Exposure to harmful content
- Lack of transparency
As the modern era of AI is quickly evolving, and more safeguards are necessary, CARU is pleased to announce that the AI Working Group will expand its scope under BBB National Programs’ Center for Industry Self-Regulation (CISR).
Leading brands in CARU’s AI Working Group will be joined in this CISR Incubator by researchers, academics, and other industry professionals to continue addressing the risks and benefits of the use of AI in the children’s space, including on general audience platforms appealing to teens. Immediate areas of interest include AI chatbots and companions.
Access the Generative AI & Kids Matrix. Join the AI Working Group.
Media Inquiries:
Jennie Rosenberg
Media Relations
press@bbbnp.org