Children’s Advertising Review Unit

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 and case decisions are open to the public.  

Monitoring and Enforcement

CARU monitors children's advertising to identify misleading, inaccurate, or inconsistent content as well as violations of COPPA or CARU online privacy guidelines. CARU enforces advertiser challenges and consumer complaints.

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 CARU’s guidelines and COPPA requirements.

Guidelines & Procedures

CARU leads the development and ongoing management of international 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)  

News & Blog


Truvani Voluntarily Discontinues Social Media Post and Two Consumer Reviews for Immune Support Following NAD Inquiry into Implied COVID-19 Messages

Following an inquiry by the National Advertising Division (NAD) of BBB National Programs, Nomolotus, LLC d/b/a Truvani discontinued a social media post for its Immune Support dietary supplement (formerly called “Under the Weather”), as well as two customer reviews...
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Case #22-2020 – Competitor Challenge – BioReigns


The Direct Selling Self-Regulatory Council (DSSRC), is a national advertising self-regulation program administered by BBB National Programs, Inc. This inquiry was commenced by MyDailyChoice pursuant to the competitor challenge provisions articulated in section...

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A Cashless Future

How close are we from entering into a world where cash is no longer accepted? Do we truly understand the benefits and implications of completely going cashless and relying solely on financial transactions that are intimately connected with our data? Dr. Shelle Santana, Associate Professor at the Harvard University Business School, answers these questions and more on this episode of the >Better Series podcast.
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All Things CCPA

After years of debate, discussion, and revisions, the California Consumer Privacy Act (CCPA) -- a law that gives consumers a wide range of rights and creates a series of obligations for businesses -- finally began enforcement on July 1st. Cobun Zweifel-Keegan, Deputy Director of BBB National Programs' Privacy Initiatives, joined Julian Flamant, Associate at Hogan Lovells US LLP, and Heather Federman VP of Privacy and Policy at BigID to discuss what the CCPA means for businesses inside and outside of California.
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Upcoming Events

CARU Kidvertising 101 - New York

Apr. 27, 2020: CARU Kidvertising 101 is a half-day seminar designed by the Children’s Advertising Review Unit (CARU) to share best practices and actionable guidance on "kidvertising" and kids' privacy ...
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Apr 27, 2020 New York

CARU Conference: Virtual Series

The CARU Conference: Virtual Series is the leading event for marketing and legal executives dealing with kids’ advertising and privacy. The can't-miss sessions will make you more knowledgeable and kee ...
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Jun 23, 2020 Virtual



CARU Supporters



CARU partners have access to benefits and resources including:


Advertising pre-screening and guidance from expert staff  


Free subscription to monthly CARU case reports 


20% discount on Safe Harbor Program services


Invitation to the annual Council Meeting to discuss industry challenges 


Special rates for CARU conferences and events 




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