New York, N.Y. March 19, 2001- The Children's Advertising Review Unit of the Council of Better Business Bureaus (CARU) is pleased to announce that World Wrestling Federation Entertainment, Inc. (WWF) has made and continues to make modifications to its Web sites in order to responsibly address its child audience. Although WWF had been in violation of CARU's Self-Regulatory Guidelines for Children's Advertising with respect to certain aspects of its data collection procedures, these violations have been corrected during the course of the inquiry, or are in the process of being corrected.

As a result of its own internal review of compliance procedures prior to CARU's inquiry, and in response to CARU's concerns, WWF committed to implement effective age screening for participation in its interactive activities, in order to protect children's personal information.

CARU commends WWF for its commitment to institute additional procedures to protect children's privacy rights, including developing WWFParents.com and limiting the data collection practices of its third party advertisers.

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 e-mail CARU.