Children's Advertising Review Unit

The Children's Advertising Review Unit (CARU) is a self-regulatory organization established by the Better Business Bureau to oversee advertising directed at children. Its goal is to ensure ads are truthful, not misleading, and appropriate for young audiences. CARU reviews marketing content to protect children from deceptive practices and to promote responsible advertising practices that consider their developmental understanding. It provides guidelines and recommendations to advertisers and monitors industry compliance, helping create a safer advertising environment for children while supporting ethical marketing standards.