CARU’s Revised Guidelines for Advertising to Children in Effect as of January 2022

The following article is based on a press release issued by CARU.

August 4, 2021 | The Children’s Advertising Review Unit (CARU) – the children’s arm of the advertising industry’s self-regulation program – has issued its revised Advertising Guidelines, which for the first time address in-app advertising, influencers, and diversity and inclusion. CARU will begin actively investigating cases of non-compliance based on these Guidelines beginning January 1, 2022.

The revised Guidelines reflect the growth in online platforms and new immersive forms of child-directed interactive media over the past decade, specifically addressing digital media, video, influencer marketing, apps, in-game advertising and purchase options in games, social media, and other interactive media in the children’s space.

CARU’s core principles within the Advertising Guidelines remain; they are: that advertising should be truthful and not misleading, clearly represent itself as advertising, and not depict or promote inappropriate or unsafe behavior. The Guidelines also continue to address the special responsibility of an advertiser when creating content for an audience of limited knowledge, experience, sophistication, and maturity. A full breakdown of the six key changes to the Guidelines can be found here.

CARU monitors child-directed media to ensure compliance with these guidelines, seeking voluntary cooperation of companies and, where necessary, referral for enforcement action to an appropriate federal regulatory body, usually the Federal Trade Commission (FTC) or state Attorneys General.

The Toy Association has been actively engaged in helping update the Guidelines, including taking part in industry working groups with CARU staff and submitting recommendations on proposed changes. The Association will continue to advocate for sound and sensible measures that protect the privacy, safety, and special vulnerabilities of children in a complex media landscape. Members are encouraged to comply with all guidelines and laws related to marketing to children and to empower families to make informed choices about the products they buy.

Members who wish to become engaged in matters related to marketing to children are invited to join the Toy Association’s Children’s Online Safety Committee, which keeps track of new developments in this area and work to protect children. To learn more, contact Leigh Moyers, The Toy Association’s director of federal government affairs.