The Latest News From...

The Latest News From...

Thursday, January 22, 2009

Upcoming Events

February 2-6, 2009
Wayne Keeley, CARU's Director Hits the West Coast

Mr. Keeley will be speaking at the Media Morphosis Conference in California on a panel called Approaching Web and Mobile 3.0: The Evolution of Digital Marketing. Mr. Keeley will also be meeting with several of our West Coast supporters to discuss upcoming events.

February 15-17, 2009
American International Toy Fair
CARU staff will attend the largest international toy trade show in the Western Hemisphere where the newest and hottest products in the children's entertainment marketplace are exhibited. CARU staff looks forward to meeting with Mattel, LEGO, Hasbro, Bandai, MegaBrands and more.

March 12, 2009
Wayne Keeley, CARU's Director to speak at Federal Trade Commission Workshop

The Federal Trade Commission staff will host a workshop on March 12, 2009 to gather input for its advertising literacy initiative, which will educate and empower tweens to be better informed consumers of information. This initiative seeks to raise awareness among tweens, or preadolescents, about advertising and marketing messages; improve their ability to read, analyze, and appreciate advertisements; and show them the benefits of being an informed consumer. The Federal Trade Commission works for consumers to prevent fraudulent, deceptive, and unfair business practices and to provide information to help spot, stop, and avoid them.

April 21, 2009
Supporters' Council Meeting

April 2009 (Date to be Determined)
Academic/Expert Advisory Board Meeting
More information to follow...stay tuned...

Wednesday, January 21, 2009

CARU's First Annual Conference

Welcome to Children's Advertising Review Unit

The Children's Advertising Review Unit (CARU) was founded in 1974 to promote responsible children's advertising as part of a strategic alliance with the major advertising trade associations through the National Advertising Review Council (comprising the AAAA, the AAF, the ANA and the CBBB). CARU is the children's arm of the advertising industry's self-regulation program and evaluates child-directed advertising and promotional material in all media to advance truthfulness, accuracy and consistency with its Self-Regulatory Guidelines for Children's Advertising and relevant laws.

CARU's basic activities are the review and evaluation of child-directed advertising in all media, and online privacy practices as they affect children. When these are found to be misleading, inaccurate, or inconsistent with CARU's Self-Regulatory Guidelines for Children's Advertising, CARU seeks change through the voluntary cooperation of advertisers.

As an extension of its initial mission, to help advertisers deal sensitively with the child audience in a responsible manner, in 1996 CARU added a section to its Guidelines that highlight issues, including children's privacy, that are unique to the Internet and online sites directed at children age 12 and under. These Guidelines served as the basis of the federal Children's Online Privacy Protection Act of 1998 (COPPA). CARU has established a Safe Harbor Program for our supporters to help them protect the privacy of children online, and meet the requirements of COPPA and our Guidelines.

CARU's Self-Regulatory Guidelines are deliberately subjective, going beyond the issues of truthfulness and accuracy to take into account the uniquely impressionable and vulnerable child audience.

CARU recognizes that the special nature and needs of a youthful audience require particular care and diligence on the part of advertisers. Consequently, CARU performs a high level of monitoring, including the scrutinizing of over ten thousand television commercials, and the review of advertisements in print, radio and online media.