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ARTICLE · 10 MARCH 2021

CARU Previews Changes, Calls For Diversity In Ads

Kelley Drye & Warren LLP
Kelley Drye & Warren LLP
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Kelley Drye & Warren LLP

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The Children's Advertising Review Unit (or "CARU") has guidelines that apply to ads directed to children who are under 12 years old.

United StatesMedia, Telecoms, IT, Entertainment
Gonzalo E. Mon
Gonzalo E. Mon

The Children's Advertising Review Unit (or "CARU") has guidelines that apply to ads directed to children who are under 12 years old. A lot has changed since the guidelines were last updated in 2006, and CARU recently announced that it's working on an update. At ACI's Advertising Claims Substantiation Forum this month, I asked Angela Tiffin about the update, and she previewed some of the upcoming changes. Here are three:

  • The current guidelines are very TV-centric. The updated guidelines will focus more on digital marketing and provide tips to determine whether online ads are directed to children.
  • CARU will update their endorsement guidelines. Using the FTC's Endorsement Guides as the "bare minimum," CARU will ask advertisers to take extra care when advertising to children.

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