Children’s Advertising Review Unit

The Children’s Advertising Review Unit (CARU), the nation’s first Safe Harbor Program under the Children’s Online Privacy Protection Act (COPPA), helps companies comply with laws and guidelines that protect children from deceptive or inappropriate advertising and ensure that, in an online environment, children's data is collected and handled responsibly. When advertising or data collection practices are misleading, inappropriate, or inconsistent with laws and guidelines, CARU seeks change through the voluntary cooperation of companies and where relevant, enforcement action.

Program Impact

CARU was established in 1974 to support self-regulation in the advertising industry and promote responsible advertising to children. The results of CARU’s work is available to the public.

Monitoring and Enforcement

CARU monitors child-directed media to ensure that advertising is truthful, accurate, appropriate, and compliant with its self-regulatory guidelines, and that online marketing is compliant with both the CARU guidelines and the Children’s Online Privacy Protection Act (“COPPA”).

Pre-Screening Service

From concept to final cut, CARU’s pre-screening services help businesses and agencies spot and correct problems before ads and promotional websites go live. Take advantage of our one-on-one support as you navigate COPPA and CARU compliance.

COPPA Safe Harbor Services

CARU is the first FTC-approved Safe Harbor Program under the Children’s Online Privacy Protection Act (COPPA) and can help your company achieve its business goals while ensuring compliance with COPPA requirements, other applicable online data privacy laws, and CARU’s guidelines.

CARU Supporters have access to benefits and resources including:

Access to CARU experts to answer your questions about advertising and privacy issues directed to children

Advertising pre-screening and guidance from expert staff

Invitation to the annual Supporters’ Council Meeting to discuss industry challenges

Guidelines & Procedures

CARU leads the development and ongoing management of advertising guidelines for children (defined as individuals age 12 or younger). To help businesses and advertisers, CARU provides education, one-on-one support, and legal guidance on:

How to be compliant in the delivery of everything from digital ads to product packaging
The art of delivering for an impressionable and vulnerable child audience
Children’s privacy, unique to digital content and data collection for children age 12 and under (these guidelines reflect changes in COPPA)
How to approach product presentations, appropriate disclosures, sweepstakes and contests, safety, endorsements, and sales pressure

COPPA Comments to the FTC

Letter to the FTC

File a Complaint/Challenge

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News & Blog

Decision

Children’s Advertising Review Unit Recommends IMC Toys Include “Non-Edible” Disclosure in Cry Babies Magic Tears Tutti Frutti Doll Advertisement

New York, NY – May 27, 2021 – The Children’s Advertising Review Unit (CARU) recommended that IMC Toys USA Inc. modify its television advertisement promoting the Cry Babies Magic Tears Tutti Frutti doll to include a clear and conspicuous disclosure that children should not consume the jell-like...

Read the Decision

Blog

Understanding Dark Patterns: How To Stay Out Of The Gray Areas

Where is the line between ethical, persuasive design and dark patterns? Businesses should engage in conversations with IT, compliance, risk, and legal teams to review their privacy policy, and include in the discussion the customer/user experience designers and coders responsible for the company’s user interface, as well as the marketers and advertisers responsible for sign-ups, checkout baskets, pricing, and promotions. Any or all these teams can play a role in creating or avoiding “digital deception.”

Blog

Unpacking Misleading Advertising Claims in the Children’s Space

Advertisements may seem simple on the surface, but certain aspects of the ad business, including advertising law, are complex. The role of monitoring ads directed to children is especially complex. It seems straightforward: advertisers are not allowed to lie in their advertisements, but an advertiser is also responsible for all reasonable interpretations of the claims it makes and not just the messages it intended to convey. This blog outlines how to make sure your advertising passes the truthfulness test.

Blog

A Beginner's Guide to Reading Privacy Policies

Privacy policies are complicated and can be frustrating to read, especially when you are trying to learn about your child's data privacy online. The Children’s Advertising Review Unit (CARU) reviews child-directed online environments to ensure that children’s data is collected and handled responsibly. As a parent, follow these steps to take a proactive role in your child’s data privacy, using privacy policies as your guide to better understand an online service’s data collection practices.

CARU 2021 Annual Conference

The CARU 2021 Virtual Conference, hosted by BBB National Programs’ Children’s Advertising Review Unit (CARU), convenes child-directed advertising and children’s privacy experts to help you learn how t ...

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Jun 08, 2021 Virtual