The Childrens Advertising Review Unit (CARU)
of the Council of Better Business Bureaus was established in 1974 to promote responsible children’s advertising. CARU reviews advertising in all media directed to children under 12 years of age. CARU also reviews online privacy practices involving children under 13 years of age, to ensure they comply with its guidelines on information collection and the federal Children’s Online Privacy Protection Act. When ads are found to be misleading, inaccurate or inconsistent with the CARU’s guidelines, CARU seeks changes through voluntary cooperation.