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.  

CARU recently revised its Guidelines. The revised Guidelines will go into effect on January 1, 2022. At that time, CARU will begin actively investigating cases of non-compliance. Until that time, CARU continues to actively investigate under the current guidelines. Read the press release.




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.





Register for Kidvertising, a half-day workshop to learn the ins and outs of the revised CARU Advertising Guidelines and prepare your company or clients for monitoring to begin in January 1, 2022. Reserve your spot today.


Interested in bringing your team? Contact us about group discounts. Complimentary registration is available for state and federal government employees.


Register Now

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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.