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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.

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Safety Tips for Parents Buying Smart and Connected Toys This Holiday Season

Teddy bears once filled with stuffing are now hard-wired with smart technology. Internet-connected toys can be fun but they can also put your family at risk if proper care is not taken when buying and using these devices.

Now, more than ever before, The Children’s Advertising Review Unit (CARU) encounters toys that may collect personal information (e.g. name, email address) from children. Unfortunately, this may be done without parents knowing it’s happening. Much like many offline experiences where parent’s permission is required before collecting or using your child’s information, the online world is the same: parental permission is required! These connected toys aren’t inherently bad; in fact, they can be highly educational and fun as long as parents are well-informed and choose wisely. But if you choose the wrong toy, there can be consequences (check out our issues we had with a recent smart toy here) Santa checks his list twice and responsible parents should too-- you may be surpr…

FTC Provides Additional Guidance on COPPA and Voice Recordings

Today, the Federal Trade Commission (FTC) provided additional guidance on the Children's Online Privacy Protection Act (COPPA) when it comes to voice recordings. Find out more about this policy on the FTC's website here.

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