Children’s Advertising Review Unit (CARU)

The Children’s Advertising Review Unit (CARU) is a self-regulatory organization established by the Better Business Bureau to promote responsible advertising directed at children. It reviews ads to ensure they are truthful, appropriate, and not misleading or deceptive for young audiences. CARU provides guidelines for advertisers to follow and offers guidance on ethical marketing practices. Although it doesn’t have legal authority, its recommendations are widely respected and help keep advertising to children honest, safe, and suitable for their age and understanding levels.