1970
In the 1970s there was a credible threat to, if not an outright ban on, advertising to children. In response, the advertising industry came together to find a solution.
| CARVIEW |
Select Language
HTTP/2 200
date: Thu, 02 Oct 2025 01:48:26 GMT
content-type: text/html; charset=utf-8
server: Microsoft-IIS/10.0
x-powered-by: ASP.NET
CARU's 50th - BBB National Programs
Skip to content
Site Navigation
Our Programs
Media & Resources
National Partners
About
Responsible Child-Directed Marketing & Privacy for 50 Years
For the last 50 years, companies marketing to children have held each other to a higher standard. In response to a credible threat to advertising to children, in 1974 the Children’s Advertising Review Unit (CARU) was established as the U.S. mechanism of independent self-regulation for protecting children under age 13 from deceptive or inappropriate advertising.
The History
1974
The result was the Children’s Advertising Review Unit (CARU), established in May 1974, recognized by the FTC as the U.S. mechanism of independent self-regulation for children’s advertising, a system that has stood the test of time and technological innovation.
1996
CARU’s Online Privacy Guidelines on protecting children’s data privacy online helped build the foundation of the Children’s Online Privacy Protection Act (COPPA), enacted in 1998.
2001
In 2001, CARU became the first FTC-approved COPPA Safe Harbor Program, helping companies achieve their business goals while ensuring compliance with COPPA requirements.
2010s
Between 2012-2014, CARU revised its guidelines to include provisions on online advertising, social media, mobile applications, in-game advertising, and other interactive features targeted at children. In 2018, CARU referred Musical.ly, today known as TikTok, to the FTC, which led to the landmark FTC case that resulted in the then-largest monetary settlement in a COPPA case.
About CARU
The Children’s Advertising Review Unit (CARU) helps companies comply with laws and guidelines that protect children under age 13 from deceptive or inappropriate advertising and ensure that, in an online environment, children's data is collected and handled responsibly.
CARU is the nation’s first Safe Harbor Program under the Children’s Online Privacy Protection Act (COPPA).
Work With Us
Pre-Screening Services
From concept to final cut, CARU’s pre-screening services help businesses and agencies spot and correct advertising and privacy issues before ads, contests, and promotional websites go live.
COPPA Safe Harbor Program
Put your trust in the first and longest-running COPPA Safe Harbor Program in the U.S.
Become a CARU Supporter
Join us to strengthen child-directed marketing and privacy practices.
Rukiya Bonner
“ It's frequently said that industry must choose between self-regulation and regulation, but they both have an important role to play. For the last 50 years in the children’s space, companies have held each other to a higher standard while complying with federal and state law, and continue, into CARU’s 50th year, to raise the bar for the protection of children. ”