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Children’s Advertising Review Unit Issues Revised Guidelines for Advertising to Children

The Children’s Advertising Review Unit (“CARU”), a part of BBB National Programs (“BBBNP”), released its revised Children’s Advertising Guidelines earlier this month. These new Guidelines will go into effect in January 2022 and contain some notable changes.

CARU’s Guidelines, which previously covered advertisements addressed to children ages 12 and under, now will cover children ages 13 and under. This change is intended to align with the Children’s Online Privacy Protection Rule (“COPPA”) and promote uniformity in children’s advertising. CARU also separated its advertising and privacy guidance documents.

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