New York, NY - February 5, 2001 - The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus, Inc. is pleased to announce that ConAgra Foods, Inc. has made modifications to its Website, www.chefboy.com, in order to bring the Website into compliance with CARU's Self-Regulatory Guidelines for Children's Advertising (the Guidelines), as well as the federally mandated Children's Online Privacy Protection Act (COPPA).

CARU discovered the Chefboy Website through its routine patrolling of the Internet. The Chefboy Website offers games, comics, product information, a newsletter and occasional contests.

CARU's review of the Chefboy Website found several infractions of its Guidelines, and of the federal COPPA. Chefboy's privacy policy did not provide sufficient operator contact information, disclosure of how information would be used, or instructions on how parents could access their children's information. In addition, the club registration collected more information than what CARU construed as "reasonably necessary" for participation in such an activity. Next, although the Chefboy Website did send parents direct notification of their children's participation in the club, this notification did not contain the requisite elements to comport with the Guidelines and COPPA. Finally, according to CARU's Guidelines, a Website's advertising content must be clearly identified as such.

In response to CARU's concerns ConAgra expanded Chefboy's Privacy Policy to include a Choice/Opt-Out paragraph, contact information and a section on "Gathering and Use of Information." In addition, ConAgra changed both the registration form and Parental Notice to address children "under age 13." Finally, ConAgra created an advertising icon and included it on all pages where there is product placement, nutritional information, and on a section of the Website that features a "Make Your Own Commercial" activity. ConAgra has addressed parental consent issues in the revised privacy policy and the revised "Parental Notice."

Conagra demonstrated a cooperative attitude throughout CARU's inquiry as it worked to redesign its Website to address issues raised under the Children's Online Privacy Protection Act and the CARU Guidelines. CARU is pleased that ConAgra, Inc. was willing to take steps toward insuring the safety and privacy of the under age 13 audience.

CARU's inquiry was conducted under NAD/NARB/CARU Procedures for Voluntary Self-Regulation of National Advertising and resolved within 60 business days. Details of the inquiry, CARU's decision and the advertiser's response will be included in the next NAD Case Report. Members of the press who wish to see a copy of the decision now should email CARU.