Children's Advertising Review Unit - Advertising to Children

CARU Advertising Guidelines

The Children’s Advertising Review Unit (CARU) Advertising Guidelines are widely recognized industry standards to assure that advertising directed to children is not deceptive, unfair, or inappropriate for its intended audience. CARU monitors child-directed media to ensure that advertising is compliant with its self-regulatory guidelines.




CARU’s Advertising Guidelines


BBB National Programs’ CARU monitors child-directed media to ensure compliance with these guidelines, seeking voluntary cooperation of companies and, where necessary, referral for enforcement action to an appropriate federal regulatory body, usually the Federal Trade Commission (FTC) or state Attorneys General.  

August 2022 Compliance Warning: Advertising Practices in the Metaverse




Pre-Screening Services


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. We work with you one-on-one to help you avoid expensive mistakes in child-directed advertising.




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As we develop new educational resources and publish additional information about the revised guidelines, such as FAQs, sign up to receive those updates in your inbox.