Children's advertising review unit (CARU)

Definition

The Children's Advertising Review Unit (CARU) is an independent self-regulatory body established to promote responsible advertising directed at children. CARU's primary focus is to ensure that advertisements aimed at children are truthful, accurate, and not misleading, while also considering the unique vulnerabilities of young audiences. By establishing guidelines and reviewing ads, CARU helps create a safer advertising environment for children and encourages ethical practices among advertisers.

5 Must Know Facts For Your Next Test

1. CARU was founded in 1974 as part of the Better Business Bureau to address growing concerns about advertising targeted at children.
2. The unit sets specific guidelines for children's advertising, covering areas such as safety, nutrition, and the portrayal of products.
3. CARU encourages advertisers to consider the developmental stages of children when creating ads to avoid exploiting their naivety.
4. Complaints about children's ads can be submitted to CARU for review, leading to voluntary modifications or retractions by advertisers if necessary.
5. While CARU's decisions are not legally binding, its recommendations are respected within the advertising industry and often lead to changes in practices.

Review Questions

• How does CARU address the unique vulnerabilities of children in its advertising guidelines?
  • CARU addresses children's vulnerabilities by implementing guidelines that specifically consider their developmental stages and susceptibility to misleading messages. The guidelines require advertisers to avoid exploiting children's lack of experience or understanding regarding commercial content. By emphasizing truthful representations and promoting safety, CARU aims to protect young audiences from deceptive practices that could negatively impact their well-being.
• In what ways does CARU collaborate with other regulatory bodies to enhance the standards of children's advertising?
  • CARU collaborates with other regulatory bodies like the FTC and NAD to strengthen the overall framework for children's advertising. By aligning its guidelines with broader consumer protection laws and self-regulatory efforts, CARU ensures consistency in messaging about ethical advertising practices. This collaboration also enhances the credibility of CARU's reviews and recommendations, encouraging advertisers to adopt responsible approaches when targeting younger audiences.
• Evaluate the impact of CARU on the effectiveness of children's advertising regulations in fostering ethical advertising practices.
  • CARU significantly impacts the effectiveness of children's advertising regulations by fostering a culture of self-regulation within the industry. Its establishment has encouraged advertisers to adopt more ethical practices by promoting transparency and accountability in ad content. As a result, many companies proactively adhere to CARU's guidelines even before any complaints arise. This proactive compliance has led to a noticeable reduction in misleading advertisements targeting children, contributing to a safer environment that respects their innocence and right to truthful information.

Related terms

Federal Trade Commission (FTC): The FTC is a federal agency that protects consumers and promotes competition by preventing deceptive and unfair business practices, including advertising.

Advertising Standards Authority (ASA): The ASA is an independent regulator of advertising in the UK, ensuring that ads are legal, decent, honest, and truthful.

National Advertising Division (NAD): The NAD is part of the Better Business Bureau and works to promote truth and accuracy in advertising through self-regulation and voluntary compliance among advertisers.