Children's Advertising Review Unit - Advertising to Children

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

 

Complimentary 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

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

Self-Regulation Is a Tool to Mitigate Litigation

Independent industry self-regulation, when developed and implemented properly, is a powerful tool for enhancing consumer trust in business and protecting consumers. And as we emerge from the reduced trust in government wreaked by the COVID-19 pandemic, it is time for independent industry self-regulation to help solve vexing business problems. In-house counsel can play an important leadership role in those efforts.
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Blog

For Brands and Influencers: Get to Know the CARU Advertising Guidelines

Children can access on a variety of platforms and devices. Some of this content is organic and some is advertising. It can be difficult, or even impossible, for children to know the difference between the two. That’s why it’s essential to disclose to children – in language they can understand – when an influencer is advertising the featured product. If you have a role in influencer marketing to children, here are some key revisions to the CARU Guidelines that you should know.
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Blog

Why Independent Industry Self-Regulation Is Timelier Than Ever

Although advertising’s platforms, technology, and techniques have changed dramatically, the system of independent industry self-regulation has sustained, and thrived, proving itself as an adaptable model to evolving business environments. Today, that model of responsible businesses allowing themselves to be held publicly accountable by independent self-regulation is timelier than ever.
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Upcoming Events

2021 ANA/BAA Marketing Law Conference

BBB National Programs speaker Mamie Kresses, Vice President, Children's Advertising Review Unit, will participate in a breakout session on Hot Topics in Children's Advertising and Privacy
Learn more
Nov 16, 2021 San Diego
 

 

 

Interested in more information about becoming a CARU Supporter?  Contact our National Partners team to learn how.

 

 


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