CARU Complaints and Challenges

File a Consumer Complaint

CARU handles complaints involving National Advertising in all media directed to children under 12 years old. CARU also examines Internet and mobile advertising and online privacy concerns for children under 13 years old. If you believe you have found advertising or website practices that violate CARU’s Guidelines, please use this form to alert CARU to your concern.



File a Competitor Challenge

No special form is needed to bring advertising to CARU’s attention, but it is helpful to remember the following:


Put the query or complaint in writing.


Enclose originals or photocopies of newspaper or magazine ads. If the advertising was on radio or television, be specific about the name of the product and company, the claims at issue, and where and when (e.g., what program) the advertisement appeared.


All challenges, including any supporting documentation, must be submitted in duplicate hard copy and in an electronic format (including evidentiary exhibits when possible.) To help ensure a timely review, challengers should strive to limit the length of their submissions to 8 double-spaced typewritten pages (excluding evidentiary exhibits) and limit the number of issues raised in a challenge to those that are the most significant.


Competitive challenges before CARU shall be filed together with a check made payable to BBB National Programs in the amount of $2,500 (for National Partners) or $6,000 (for non-National Partners or CARU Supporters).


Mail your letter and supporting materials to:


The Director, Children’s Advertising Review Unit
112 Madison Avenue
3rd Floor
New York, NY