Children's Advertising Review Unit
Encyclopedia
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.
The Guidelines are based upon the following core principles:
National Advertising Review Council
The National Advertising Review Council is the American advertising industry's self-regulatory body. NARC was established in 1971 by the American Advertising Federation , the American Association of Advertising Agencies , the Association of National Advertisers and the Council of Better Business...
(NARC). It is an independent self-regulatory agency for the promotion of responsible advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
to children under the age of 12 in all media. CARU reviews and evaluates advertising for truth
Truth
Truth has a variety of meanings, such as the state of being in accord with fact or reality. It can also mean having fidelity to an original or to a standard or ideal. In a common usage, it also means constancy or sincerity in action or character...
, 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
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
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
Children's Online Privacy Protection Act
The Children's Online Privacy Protection Act of 1998 is a United States federal law, located at .The act, effective April 21, 2000, applies to the online collection of personal information by persons or entities under U.S. jurisdiction from children under 13 years of age...
of 1998 (COPPA).
In January 2001, CARU's self-regulatory program became the first Federal Trade Commission
Federal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...
-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
Wayne Keeley
Wayne J. Keeley is a practicing attorney, author, teacher, producer and director. He has produced, written and/or directed documentaries, commercials and educational programs.-Biography:...
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.
CARU’S 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.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 ActFederal Trade Commission ActThe Federal Trade Commission Act of 1914 started the Federal Trade Commission , a bipartisan body of five members appointed by the president of the United States for seven-year terms. This commission was authorized to issue “cease and desist” orders to large corporations to curb unfair trade...
, 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.
External links
- Official Website - CARU.org
- CARU Article in Association of Media & Entertainment Counsel Publication- TheAMEC.com