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.
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
News & Blog
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...
The Do’s and Don’ts of Buying Smart for Baby: A Primer from Privacy Experts
Marking a Milestone: New Ad Guidelines, Influencers, Gaming, and More at CARU 2021
Understanding Dark Patterns: How To Stay Out Of The Gray Areas
Federal Trade Commission (FTC) PrivacyCon