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 * Children's Advertising Review Unit


CHILDREN’S ADVERTISING REVIEW UNIT

The Children’s Advertising Review Unit (CARU) helps companies comply with laws
and guidelines that protect children under age 13 from deceptive or
inappropriate advertising and ensure that, in an online environment, children's
data is collected and handled responsibly.

 

Separately, CARU is the nation’s first Safe Harbor Program under the Children’s
Online Privacy Protection Act (COPPA).


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COPPA Safe Harbor Services  CARU Pre-Screening CARU Guidelines


PROGRAM IMPACT

CARU was established in 1974 to support self-regulation in the advertising
industry and promote responsible advertising to children. The results of CARU’s
work is available to the public.

 

 



MONITORING AND ENFORCEMENT

CARU monitors all child-directed media to ensure that marketing and data
collection and management practices are compliant with CARU’s self-regulatory
advertising and privacy guidelines.

PRE-SCREENING SERVICE

From concept to final cut, CARU provides pre-screen services to help businesses
and agencies spot and correct advertising and privacy issues before ads,
contests, and promotional websites go live.

COPPA SAFE HARBOR SERVICES

CARU is the first FTC-approved Safe Harbor Program under the Children’s Online
Privacy Protection Act (COPPA), helping companies achieve business goals while
ensuring COPPA compliance.


 

 

50 Years of Advancing Responsible Child-Directed Marketing & Privacy

 

For the last 50 years, companies marketing to children have held each other to a
higher standard. In 1974, the Children’s Advertising Review Unit (CARU) was
established as the U.S. mechanism of independent self-regulation for protecting
children under age 13 from deceptive or inappropriate advertising.

 

 
CARU50th.org
 
Browse events



 

 


GUIDELINES & PROCEDURES

--------------------------------------------------------------------------------

CARU leads the development and ongoing management of advertising guidelines for
children under age 13. To help businesses and advertisers, CARU provides
education, one-on-one support, and legal guidance on: 

 

 * How to be compliant in the delivery of everything from digital ads to product
   packaging
 * The art of delivering for an impressionable and vulnerable child audience
 * Children’s privacy, unique to digital content and data collection for
   children under age 13 (these guidelines reflect changes in COPPA)
 * How to approach product presentations, appropriate disclosures, sweepstakes
   and contests, safety, endorsements, and sales pressure

 

August 2022 Compliance Warning: Advertising Practices in the Metaverse

May 2024 Compliance Warning: AI in Child-Directed Advertising and Data
Collection

CARU Ad Guidelines
Read Guidelines
CARU Privacy Guidelines
Read Guidelines
CARU|NARB Procedures
Read Procedures
COPPA Comments to the FTC
Letter to the FTC
File a Complaint/Challenge
Get Started
 

 

 


GUARDRAILS FOR THE CHILD-DIRECTED METAVERSE

 

 



The Guardrails for Child-Directed Advertising and Privacy in the Metaverse,
developed by the BBB National Programs Metaverse Working Group, are a set of
realistic, actionable recommendations and best practices intended to help
companies to:

 

 * Develop metaverse experiences directed to children,
 * Comply with existing advertising and privacy law, and
 * Engage responsibly with children online. 

 

Read the Press Release

 

 

Access the Guardrails

 

 

Want to see if your metaverse experience complies with recommendations outlined
in the Guardrails? Sign up for a CARU Pre-Screen.




NEWS & BLOG

Decision

CHILDREN’S ADVERTISING REVIEW UNIT FINDS YOUTUBE CHANNEL “VLAD AND NIKI” IN
VIOLATION OF ITS ADVERTISING GUIDELINES; RECOMMENDS DISCLOSURE MODIFICATIONS

New York, NY – May 29, 2024 - The Children’s Advertising Review Unit (CARU)
launched an investigation into the YouTube channel “Vlad and Niki” to determine
if the channel's video content and advertisements comply with CARU’s
Self-Regulatory Guidelines for Children’s Advertising.

Read the Decision Summary
Decision

CHILDREN’S ADVERTISING REVIEW UNIT FINDS ROBLOX IN VIOLATION OF ITS ADVERTISING
GUIDELINES; RECOMMENDS MODIFICATIONS AND COMPLIANCE MONITORING

McLean, VA – May 12, 2023 – The Children’s Advertising Review Unit (CARU) has
found Roblox in violation of CARU Advertising Guidelines for responsible
advertising to children under age 13. This case also reviewed privacy concerns
that will be addressed with Roblox's COPPA Safe Harbor. 

Read the Decision Summary

 

BBB National Programs provides summaries of all case decisions in the Case
Decision Summary library. For the full text of National Advertising Division,
National Advertising Review Board, and Children’s Advertising Review Unit
decisions, subscribe to the Online Archive. For members of the press, the full
text of any BBB National Programs decision is available by emailing the request
to press@bbbnp.org. 

 

 

 




UPCOMING EVENTS

IAPP DC KNOWLEDGENET CHAPTER WEBINAR

Dona Fraser, Senior Vice President, Privacy Initiatives, BBB National Programs
will discuss children's privacy and safety issues on Rock-a-Bye Safety: Ensuring
children's protection through age assura ...
Learn more
Nov 08, 2024 Washington, DC

2024 ANA MASTERS OF ADVERTISING LAW CONFERENCE

Rukiya Bonner, Director, Children's Advertising Review Unit, BBB National
Programs joins the panel for Thriving in the Evolving Children's Advertising and
Privacy Landscape: Best Practices to Navigate ...
Learn more
Nov 11, 2024 Scottsdale, AZ

LET'S TALK ABOUT... THE HIGH STAKES OF SWEEPSTAKES FOR KIDS!

Sweepstakes and giveaways are a hot trend for brands and influencers,
particularly during the holiday season. This event will focus on sweepstakes and
giveaways directly targeting children, helping ad ...
Learn more
Nov 14, 2024 Virtual

IAPP MIAMI KNOWLEDGENET CHAPTER WEBINAR

Dona Fraser, Senior Vice President, Privacy Initiatives, BBB National Programs
will discuss All Grown Up: Enforcing children's privacy in an evolving
regulatory environment
Learn more
Nov 14, 2024 Virtual
 

 

 




RESOURCES

COPPA SAFE HARBOR SERVICES

Learn more

PRE-SCREENING SERVICES

Learn more

ONLINE ARCHIVE

Learn more

CARU BLOG ARCHIVE

Read blog



 

 




CARU SUPPORTERS



 

CARU SUPPORTERS HAVE ACCESS TO BENEFITS AND RESOURCES INCLUDING:

 

 * Access to CARU experts to answer your questions about advertising and privacy
   issues directed to children

 * Complimentary advertising pre-screening and guidance from expert staff

 * Invitation to the annual Supporters’ Council Meeting to discuss industry
   challenge

 

 

 

Interested in more information about becoming a CARU Supporter?  Contact
our National Partners team to learn how.

Contact Us
 

 





CONTACT US

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