Children's Advertising Review Unit (CARU)

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Advertising Review Unit</li> </ul> </nav> </div> <div class="rich-text"> <h1 class="hero_header">Children’s Advertising Review Unit<em></em></h1><div class="hero_content"><p>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. </p><p> </p><p>Separately, CARU is the nation’s first Safe Harbor Program under the Children’s Online Privacy Protection Act (COPPA).</p></div><div class="hero_content"></div> </div> </div> </section> <div class="quick_actions"> <div class="container"> <div class="qa_box"> <button class="qa_button btn_red btn_outlined qa_open js_qa_toggle"> Quick actions </button> <button class="qa_button qa_close js_qa_toggle"> <span class="sr--only">Close quick actions menu</span> </button> <nav class="qa_nav"> <a 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data-placeholder-label="Left Column"> </div> <div id="MainContent_C009_Col01" class="sf_colsIn col-md-10" data-sf-element="Column 2" data-placeholder-label="Center Column"> <div class="rich-text"> <h2 class="section_header content_under">Program Impact</h2><div>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.</div> </div> <div class="rich-text"> <p> </p><p> </p> </div> </div> <div id="MainContent_C009_Col02" class="sf_colsIn col-xs-12 col-md-1" data-sf-element="Column 3" data-placeholder-label="Right Column"> </div> </div> <div id="MainContent_C104_Col00" class="cards_line sf_colsIn" data-sf-element="Cards place" data-placeholder-label="Cards place"> <div class="hat_item card"> <h4 class="hat_heading">Monitoring and Enforcement</h4> <span class="hat_text"> 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. </span> </div> <div class="hat_item card"> <h4 class="hat_heading">Pre-Screening Service</h4> <span class="hat_text"> 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. </span> </div> <div class="hat_item card"> <h4 class="hat_heading">COPPA Safe Harbor Services</h4> <span class="hat_text"> 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. </span> </div> </div> </div> </section> </section><div class="geometric left bronze_bg"></div><section id="MainContent_C149_Col00" class="sf_colsIn bg_caru50" data-sf-element="Section" data-placeholder-label="Section content"><section class="hero"> <div id="MainContent_C150_Col00" class="container sf_colsIn" data-sf-element="Hero content" data-placeholder-label="Hero content"><section id="MainContent_C157_Col00" class="sf_colsIn bg_white" data-sf-element="Section" data-placeholder-label="Section content"> <div class="rich-text"> <p> </p><p> </p> </div><div id="MainContent_C158_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row" data-sf-element="Row"> <div id="MainContent_C151_Col00" class="sf_colsIn col-lg-3" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div class="rich-text"> <a href="https://bbbprograms.org/programs/all-programs/children's-advertising-review-unit/caru50th" target="_blank" data-sf-ec-immutable="" style="display: block; margin-left: auto; margin-right: auto"><img id="CARU" src="https://assets.bbbprograms.org/images/default-source/misc-images/caru50th-badge.png?sfvrsn=6fb118cb_1" style="display: block" width="100%" alt=""></a> </div> </div> <div id="MainContent_C151_Col01" class="sf_colsIn col-lg-9" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div class="rich-text"> <div class="hero_content wide"><p><strong>50 Years of Advancing Responsible Child-Directed Marketing & Privacy</strong></p><p> </p><p>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.</p><p> </p></div> </div><div class="row" data-sf-element="Row"> <div id="MainContent_C164_Col00" class="sf_colsIn col-lg-3" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div class="rich-text">   </div> <a href="https://bbbprograms.org/programs/all-programs/children's-advertising-review-unit/caru50th" target="_blank" class="styled_button btn_darkblue "> <span>CARU50th.org</span> </a> </div> <div id="MainContent_C164_Col01" class="sf_colsIn col-lg-3" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div class="rich-text">   </div> <a href="https://bbbprograms.org/programs/all-programs/children's-advertising-review-unit/caru50th#events" target="_blank" class="styled_button btn_beige "> <span>Browse events</span> </a> </div> <div id="MainContent_C164_Col02" class="sf_colsIn col-lg-3" data-sf-element="Column 3" data-placeholder-label="Column 3"> </div> <div id="MainContent_C164_Col03" class="sf_colsIn col-lg-3" data-sf-element="Column 4" data-placeholder-label="Column 4"> </div> </div> </div> </div> </div> <div class="rich-text"> <p> </p><p> </p> </div> </section> </div> </section> </section><section id="MainContent_C016_Col00" class="sf_colsIn bg_beige" data-sf-element="Section" data-placeholder-label="Section content"><div id="MainContent_C018_Col00" class="sf_colsIn container container_space_vertical_top" data-sf-element="Container" data-placeholder-label="Container"> <div class="rich-text"> <h2 class="section_header">Guidelines & Procedures</h2><hr class="styled_line line_400 line_bronze"> </div><div id="MainContent_C019_Col00" class="cards_line sf_colsIn" data-sf-element="Cards place" data-placeholder-label="Cards place"><div id="MainContent_C021_Col00" class="card sf_colsIn" data-sf-element="Card content" data-placeholder-label="Card content"> <div class="rich-text"> <p>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: </p><p> </p><ul style="margin-left: 60px"><li>How to be compliant in the delivery of everything from digital ads to product packaging </li><li>The art of delivering for an impressionable and vulnerable child audience </li><li>Children’s privacy, unique to digital content and data collection for children under age 13 (these guidelines reflect changes in COPPA) </li><li>How to approach product presentations, appropriate disclosures, sweepstakes and contests, safety, endorsements, and sales pressure</li></ul><p> </p><p><a target="_blank" href="https://assets.bbbprograms.org/docs/default-source/caru/compliancewarning-metaverse.pdf?sfvrsn=b9937f2b_7">August 2022 Compliance Warning: Advertising Practices in the Metaverse</a></p><p><a href="https://assets.bbbprograms.org/docs/default-source/caru/2024_caru_ai-compliance-warning_final.pdf" target="_blank" data-sf-ec-immutable="">May 2024 Compliance Warning: AI in Child-Directed Advertising and Data Collection</a></p> </div> </div><div id="MainContent_C020_Col00" class="card sf_colsIn" data-sf-element="Card content" data-placeholder-label="Card content"> <a class="card_document" href="/programs/all-programs/children's-advertising-review-unit/Ad-Guidelines"> <div class="doc_heading">CARU Ad Guidelines</div> <div class="doc_text"> Read Guidelines </div> </a> <a class="card_document" href="https://bbbnp-bbbp-stf-use1-01.s3.amazonaws.com/docs/default-source/caru/caru_onlineprivacy.pdf"> <div class="doc_heading">CARU Privacy Guidelines</div> <div class="doc_text"> Read Guidelines </div> </a> <a class="card_document" href="https://bbbnp-bbbp-stf-use1-01.s3.amazonaws.com/docs/default-source/bbb-national-programs/procedures/caru_narbprocedures_8-18-2020.pdf?sfvrsn=d5226295_2"> <div class="doc_heading">CARU|NARB Procedures</div> <div class="doc_text"> Read Procedures </div> </a> <a class="card_document" href="https://bbbnp-bbbp-stf-use1-01.s3.amazonaws.com/docs/default-source/caru/caru-coppa-rule-comments-submitted-to-ftc-12-9-19.pdf?sfvrsn=35c05433_7"> <div class="doc_heading">COPPA Comments to the FTC</div> <div class="doc_text"> Letter to the FTC </div> </a> <a class="card_document" href="/programs/all-programs/children's-advertising-review-unit/complaintsandchallenges"> <div class="doc_heading">File a Complaint/Challenge</div> <div class="doc_text"> Get Started </div> </a> <div class="rich-text">  <p> </p><p> </p> </div> </div> </div> </div> </section><section id="MainContent_C133_Col00" class="sf_colsIn bg_white" data-sf-element="Section" data-placeholder-label="Section content"><section class="hero"> <div id="MainContent_C134_Col00" class="container sf_colsIn" data-sf-element="Hero content" data-placeholder-label="Hero content"><div id="MainContent_C135_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"> <div class="rich-text"> <h2 id="metaverse-guardrails" class="section_header mb_50" style="text-align: center">Guardrails for the Child-Directed Metaverse</h2> </div><div class="row" data-sf-element="Row"> <div id="MainContent_C147_Col00" class="sf_colsIn col-lg-3" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div class="rich-text"> <p> </p><p> </p> </div> <div class="rich-text"> <p><a href="https://assets.bbbprograms.org/docs/default-source/caru/caru_metaverseguardrails_2023.pdf?sfvrsn=7685c173_5" style="display: block; margin-left: auto; margin-right: auto" class="-align-center" target="_blank"><img id="meta" src="https://assets.bbbprograms.org/images/default-source/programs/caru/microsoftteams-image-(28).png?sfvrsn=2e2bb710_3" style="display: block" width="100%" alt=""></a></p> </div> </div> <div id="MainContent_C147_Col01" class="sf_colsIn col-lg-9" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div class="rich-text"> <div class="hero_content wide"><p>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:</p><p> </p><ul style="margin-left: 60px"><li>Develop metaverse experiences directed to children,</li><li>Comply with existing advertising and privacy law, and</li><li>Engage responsibly with children online. </li></ul><p> </p><p><a href="https://bbbprograms.org/media-center/prd/metaverse-guardrails-child-directed" target="_blank" data-sf-ec-immutable="">Read the Press Release</a></p><p> </p><p> </p></div> </div> <a href="https://assets.bbbprograms.org/docs/default-source/caru/caru_metaverseguardrails_2023.pdf" target="_blank" class="styled_button btn_darkblue "> <span>Access the Guardrails</span> </a> </div> </div> <div class="rich-text"> <p> </p><p> </p><p>Want to see if your metaverse experience complies with recommendations outlined in the Guardrails? <a href="https://bbbprograms.org/programs/all-programs/children's-advertising-review-unit/pre-screening-services" target="_blank" rel="noreferrer" data-sf-ec-immutable="">Sign up</a> for a CARU Pre-Screen.</p> </div> </div> </div> </section> </section><div class="geometric right red_bg"></div><section id="MainContent_C028_Col00" class="sf_colsIn bg_beige" data-sf-element="Section" data-placeholder-label="Section content"><div id="MainContent_C029_Col00" class="sf_colsIn container container_space_vertical" data-sf-element="Container" data-placeholder-label="Container"> <div class="rich-text"> <h2 class="section_header mb_50" style="text-align: center">News & Blog</h2> </div><div id="MainContent_C031_Col00" class="max_4_cards pr_box nb_box sf_colsIn" data-sf-element="4 Blog or news cards" data-placeholder-label="4 Blog or news cards"> <div class="pr_card card_nb nb_news "> <span class="nb_type_tag">Decision</span> <h4 class="pr_title"> Children’s Advertising Review Unit Finds YouTube Channel “Vlad and Niki” in Violation of its Advertising Guidelines; Recommends Disclosure Modifications </h4> <div class="pr_intro"> <p>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.</p> </div> <a href="https://bbbprograms.org/media-center/dd/vlad-and-niki" class="pr_link">Read the Decision Summary</a> </div> <div class="pr_card card_nb nb_news "> <span class="nb_type_tag">Decision</span> <h4 class="pr_title"> Children’s Advertising Review Unit Finds Roblox in Violation of Its Advertising Guidelines; Recommends Modifications and Compliance Monitoring </h4> <div class="pr_intro"> <p>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. </p> </div> <a href="https://bbbprograms.org/media-center/dd/roblox-advertising" class="pr_link">Read the Decision Summary</a> </div> </div> <div class="rich-text"> <p> </p><p><span style="background-color: rgba(0, 0, 0, 0); color: inherit; font-family: inherit; text-align: inherit; text-transform: inherit; white-space: inherit; word-spacing: normal; font-size: inherit">BBB National Programs provides summaries of all case decisions in the </span><a style="font-family: inherit; text-align: inherit; text-transform: inherit; white-space: inherit; word-spacing: normal; font-size: inherit" href="/media-center/decisions">Case Decision Summary</a><span style="background-color: rgba(0, 0, 0, 0); color: inherit; font-family: inherit; text-align: inherit; text-transform: inherit; white-space: inherit; word-spacing: normal; font-size: inherit"> library. For the full text of National Advertising Division, National Advertising Review Board, and Children’s Advertising Review Unit decisions, subscribe to the </span><a style="font-family: inherit; text-align: inherit; text-transform: inherit; white-space: inherit; word-spacing: normal; font-size: inherit" href="/OnlineArchive">Online Archive</a><span style="background-color: rgba(0, 0, 0, 0); color: inherit; font-family: inherit; text-align: inherit; text-transform: inherit; white-space: inherit; word-spacing: normal; font-size: inherit">. </span><span style="background-color: rgba(0, 0, 0, 0); color: inherit; font-family: inherit; text-align: inherit; text-transform: inherit; white-space: inherit; word-spacing: normal; font-size: inherit">For members of the press, the full text of any BBB National Programs decision is available by emailing the request to </span><a style="font-family: inherit; text-align: inherit; text-transform: inherit; white-space: inherit; word-spacing: normal; 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href="https://bbbprograms.org/programs/all-programs/children's-advertising-review-unit/pre-screening-services" class="card_tlb card" style="background-image: url('https://assets.bbbprograms.org/images/default-source/resources-thumbnails/thumbnails_generic_500x500-07.jpg?sfvrsn=f5d16596_4');"> <h4 class="tlb_heading"><span>Pre-Screening Services</span></h4> <div class="tlb_link styled_link blue_text"> <span class="tlb_link_text">Learn more</span> </div> </a> <a href="https://bbbprograms.org/resources/online-archive" class="card_tlb card" style="background-image: url('https://assets.bbbprograms.org/images/default-source/resources-thumbnails/thumbnails_generic_500x500-12.jpg?sfvrsn=fb00279b_4');"> <h4 class="tlb_heading"><span>Online Archive</span></h4> <div class="tlb_link styled_link blue_text"> <span class="tlb_link_text">Learn more</span> </div> </a> <a href="https://carunews.blogspot.com/" class="card_tlb card" style="background-image: url('https://assets.bbbprograms.org/images/default-source/resources-thumbnails/thumbnails_generic_500x500-01.jpg?sfvrsn=fecd2792_4');"> <h4 class="tlb_heading"><span>CARU Blog Archive</span></h4> <div class="tlb_link styled_link blue_text"> <span class="tlb_link_text">Read blog</span> </div> </a> <div class="card empty_place"></div> <div class="card empty_place"></div> </div> <div class="rich-text"> <p style="text-align: center"> </p><p style="text-align: center"> </p> </div> </div> </section><div class="geometric left bronze_bg"></div><section id="MainContent_C058_Col00" class="sf_colsIn" data-sf-element="Section" data-placeholder-label="Section content"><div id="MainContent_C059_Col00" class="sf_colsIn container container_space_vertical_top" data-sf-element="Container" data-placeholder-label="Container"> <div class="rich-text"> <h3 id="supporters" class="section_header" style="text-align: center">CARU Supporters</h3> </div><div class="program_partners"> <div 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