About: Children's Advertising Review Unit

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The Children’s Advertising Review Unit (CARU) is a U.S. self-regulatory organization that was established in 1974 and is administered by BBB National Programs. It is an independent self-regulatory agency for the promotion of responsible advertising and privacy practices to children under the age of 13 in all media. CARU reviews and evaluates child-directed media for truth, accuracy, appropriateness, and sensitivity to children’s still developing cognitive abilities in accordance with its Self-Regulatory Guidelines for Children's Advertising, privacy guidelines, and relevant laws.

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  • The Children’s Advertising Review Unit (CARU) is a U.S. self-regulatory organization that was established in 1974 and is administered by BBB National Programs. It is an independent self-regulatory agency for the promotion of responsible advertising and privacy practices to children under the age of 13 in all media. CARU reviews and evaluates child-directed media for truth, accuracy, appropriateness, and sensitivity to children’s still developing cognitive abilities in accordance with its Self-Regulatory Guidelines for Children's Advertising, privacy guidelines, and relevant laws. CARU monitors advertisements found in all media including broadcast and cable TV, radio, children’s magazines, comic books, the Internet, mobile services, influencers, and more for compliance with its Guidelines. When ads are found to be misleading, inaccurate, or inconsistent with its Guidelines, CARU seeks changes through voluntary cooperation and where relevant, enforcement action. The results of CARU inquiries are publicly recorded in the NAD/CARU Case Reports. CARU also handles advertiser challenges and consumer complaints. In 1996, CARU added a section to its Guidelines that highlight issues that are unique to the Internet including Websites directed at children under age 13 for online privacy. These Guidelines served as the basis of the federal Children's Online Privacy Protection Act of 1998 (COPPA). In January 2001, CARU's self-regulatory program became the first Federal Trade Commission-approved Safe Harbor under COPPA. Participants who adhere to CARU's Guidelines are deemed in compliance with COPPA and essentially insulated from FTC enforcement action as long as they comply with program requirements. CARU, operating under the principle that self-regulation is best supported by education, provides a general advisory service for advertisers and agencies and has created publications to help parents help their kids understand advertising. CARU has an Advisory Board, composed of leading experts in education, communications, child development and nutrition, as well as industry leaders. The Board advises on general issues concerning children’s advertising and assists in the continuous development of the Guidelines. In July 2021, CARU released revised Advertising Guidelines that went into effect on January 1, 2022. The revisions address in-app advertising, influencers, and diversity and inclusion. (en)
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  • 1974-01-01 (xsd:gYear)
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  • 1974 (xsd:integer)
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  • CARU (en)
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  • The Children’s Advertising Review Unit (CARU) is a U.S. self-regulatory organization that was established in 1974 and is administered by BBB National Programs. It is an independent self-regulatory agency for the promotion of responsible advertising and privacy practices to children under the age of 13 in all media. CARU reviews and evaluates child-directed media for truth, accuracy, appropriateness, and sensitivity to children’s still developing cognitive abilities in accordance with its Self-Regulatory Guidelines for Children's Advertising, privacy guidelines, and relevant laws. (en)
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  • Children's Advertising Review Unit (en)
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  • CARU (en)
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