Children’s Advertising Review Unit
Monitoring and EnforcementCARU 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 ServiceFrom 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 ServicesCARU 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.
Guidelines & Procedures
CARU leads the development and ongoing management of advertising guidelines for children under age 13. 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 under age 13 (these guidelines reflect changes in COPPA)
- How to approach product presentations, appropriate disclosures, sweepstakes and contests, safety, endorsements, and sales pressure
News & Blog
Children’s Advertising Review Unit Recommends Jazwares Modify Misleading Ads and Product Packaging for Micro Machines; Company Agrees to Comply
McLean, VA – March 17, 2022 – The Children’s Advertising Review Unit (CARU) determined that Jazwares advertising and product packaging for Micro Machines Corvette and World of Micro Machines Playsets were likely to mislead children. CARU also determined that Jazwares’ Micro Machines Corvette...
Children’s Advertising Review Unit Recommends Moose Toys Include Disclosures and Adult Supervision in Gotta Go Turdle Ads; Company Agrees to Comply
McLean, VA – March 16, 2022 – The Children’s Advertising Review Unit (CARU) recommended that Moose Toys modify its television and YouTube advertisements promoting the Little Live Pets Gotta Go Turdle, as well as the product’s packaging, to include clear and conspicuous disclosures that children...
Case Study: Getting to Compliance with CARU and COPPA
Pursuing Best Practices For Representation In Advertising
BBB National Programs provides summaries of all case decisions in the Case Decision Summary library. For the full text of National Advertising Division, National Advertising Review Board, and Children’s Advertising Review Unit decisions, subscribe to the Online Archive. For members of the press, the full text of any BBB National Programs decision is available by emailing the request to firstname.lastname@example.org.
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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
Complimentary advertising pre-screening and guidance from expert staff
Invitation to the annual Supporters’ Council Meeting to discuss industry challenge