CARU Complaints and Challenges

File a Consumer Complaint

The Children's Advertising Review Unit (CARU) handles complaints involving national advertising in all media directed to children under age 13, as well as internet and mobile advertising and online privacy concerns for children of the same age group. If you believe you have found advertising or website practices that violate CARU's Advertising Guidelines or CARU's Privacy 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:


Children’s Advertising Review Unit
7 Times Square, Floor 17
Suite 1705
New York, NY 10036