Children’s Advertising Review Unit Turns 50
Celebrating 50 years of advancing responsible child-directed marketing & privacy.
Children’s Initiatives
Protecting children under age 13 from deceptive or inappropriate advertising and ensuring that, in the online environment, children's data is collected and handled responsibly.
"Batteries Not Included”
CARU’s cases have set precedent in the children’s space for responsible practices that do not mislead or deceive the vulnerable child audience.
50+ years
Since 1974, companies marketing to children have held each other to a higher standard.
Guidance Documents
Our cases, guidance documents, and compliance warnings have strengthened responsible advertising and privacy practices in the children’s space.
Our Work
Brands can hold each other accountable through independent industry self-regulation. From keeping advertising truthful to achieving compliance with privacy laws, BBB National Programs can help you engage responsibly in the children’s space.
Children's Advertising Review Unit (CARU)
The Children’s Advertising Review Unit (CARU) was established in 1974 to promote responsible advertising to children and help companies comply with laws and guidelines that protect children under age 13 from deceptive or inappropriate advertising.
COPPA Safe Harbor Services
When customers are faced with the question of whom to trust in the dynamic child-directed marketplace, only a COPPA Safe Harbor seal can ensure that your products comply with the stringent requirements of the COPPA Rule.
Children's Food & Beverage Advertising Initiative (CFBAI)
CFBAI was created to improve the landscape of food advertising to children. Under CFBAI, participants voluntarily commit that, in advertising primarily directed to children, they will either not advertise foods or beverages to children at all or advertise only products that meet CFBAI’s strict Uniform Nutrition Criteria. Participants also do not advertise in elementary or middle schools.
Children’s Confection Advertising Initiative (CCAI)
Modeled after CFBAI, CCAI was created in 2016 in partnership with the National Confectioners Association (NCA) to allow small-to-medium sized confectionery companies to take part in industry self-regulation. All CCAI participants make the same commitment to not engage in child-directed advertising for children under age 13.
Case Decision Summaries
BBB National Programs’ case decisions contain real-world guidance on important advertising and privacy issues in child-directed marketing and content.
CARU Supporters
Children’s Advertising Review Unit (CARU) Supporters take an active role in creating new guidance and best practices to help meet regulatory and compliance goals.
Part of our National Partner community, CARU Supporters help one another stay ahead of legal developments and proactively strengthen child-directed marketing and privacy practices.
Guidelines for Children’s Advertising
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.
Media & Resources
BBB National Programs provides educational resources such as blogs, newsletters, events, and podcasts to keep you up-to-date with the regulatory landscape and pressing issues in the children's space.
