The Children's Advertising Review Unit (CARU)

No special form is needed to bring advertising to CARU’s attention, but it is helpful to remember the following:

Put the query or complaint in writing

Enclose originals or photocopies of newspaper or magazine ads. If the advertising was on radio or television, be specific about the name of the product and company, the claims at issue, and where and when (e.g. what program) the advertisement appeared;

All challenges, including any supporting documentation, must be submitted in duplicate hard copy and in an electronic format (including evidentiary exhibits when possible.) To help ensure a timely review, challengers should strive to limit the length of their submissions to 8 double-spaced typewritten pages (excluding evidentiary exhibits) and limit the number of issues raised in a challenge to those that are the most significant.

Competitive challenges before CARU shall be filed together with a check made payable to the Council of Better Business Bureaus, Inc., in the amount of $2,500 (for CBBB National Partners) or $6,000 (for non-National Partners or CARU Supporters).

Mail your letter and supporting materials to:

The Director, Children’s Advertising Review Unit
112 Madison Avenue
3rd Floor
New York, NY