CARU
| Trade organization | |
| Industry | Advertising |
| Founded | 1974 |
| Headquarters | United States |
| Parent | National Advertising Review Council |
| Website | http://www.caru.org |
The Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus (CBBB) is a U.S. self-regulatory organization that was established in 1974 by the National Advertising Review Council (NARC). It is an independent self-regulatory agency for the promotion of responsible advertising to children under the age of 12 in all media. CARU reviews and evaluates advertising for truth, accuracy, appropriateness and sensitivity to children’s still developing cognitive abilities in accordance with its Self-Regulatory Program for Children's Advertising (the Guidelines) and relevant laws.
CARU monitors advertisements found in broadcast and cable TV, radio, children’s magazines, comic books, the Internet and mobile services for compliance with its Guidelines. When ads are found to be misleading, inaccurate or inconsistent with its Guidelines, CARU seeks changes through voluntary cooperation. 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.
In 2007, Wayne Keeley was appointed the director of the Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus, Inc. Keeley also serves as a vice president of the Council of Better Business Bureaus, Inc.
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.
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