caru type 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 . 1 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 . 2 in 2010 caru produced a public service announcement psa campaign titled do you know where your children are ... on the internet the campaign and wayne keeley were nominated for an emmy award for outstanding psa campaign . in 2016 caru and the bbb produced a follow up psa campaign titled would you know if someone was following your child online caru 2016 psa version 1 caru s guidelines edit 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 . the guidelines are based upon the following core principles advertisers have special responsibilities when advertising to children or collecting data from children online . they should take into account the limited knowledge experience sophistication and maturity of the audience to which the message is directed . they should recognize that younger children have a limited capacity to evaluate the credibility of information may not understand the persuasive intent of advertising and may not even understand that they are being subject to advertising . advertising should be neither deceptive nor unfair as these terms are applied under the federal trade commission act to the children to whom it is directed . advertisers should have adequate substantiation for objective advertising claims as those claims are reasonably interpreted by the children to whom they are directed . advertising should not stimulate children s unreasonable expectations about product quality or performance . products and content inappropriate for children should not be advertised directly to them . advertisers should avoid social stereotyping and appeals to prejudice and are encouraged to incorporate minority and other groups in advertisements and to present positive role models whenever possible . advertisers are encouraged to capitalize on the potential of advertising to serve an educational role and influence positive personal qualities and behaviors in children e.g. being honest and respectful of others taking safety precautions engaging in physical activity . although there are many influences that affect a child s personal and social development it remains the prime responsibility of the parents to provide guidance for children . advertisers should contribute to this parent child relationship in a constructive manner . 3 references edit the children s online privacy protection act of 1998 coppa is a united states federal law located at 15 u.s.c. 6501 6506 pub.l . 105 277 112 stat . 2581 728 enacted october 21 1998 . http www.theamec.com pdf insights me insights winter2010.pdf http www.caru.org guidelines guidelines.pdf external links edit official website caru.org caru article in association of media & entertainment counsel publication theamec.com retrieved from https en.wikipedia.org w index.php title children % 27s advertising review unit & oldid 725604959 categories advertising organizations navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite 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