The Advertising Industry’s Process of Voluntary Self-regulation provides policies
and procedures (“Procedures”), administered by The National Advertising Review Council
(“NARC”) for The National Advertising Division (“NAD”) and The Children’s Advertising
Review Unit (“CARU”).
The Procedures provide that CARU may inform the public of new interpretations of
its guidelines that it believes would provide appropriate advance notice of the
application of CARU guidelines to existing industry practices maintained by multiple
advertisers (see Section 2.1(D)(ii) of the Procedures for a complete description.)
In accordance with its procedures, CARU released a new guidance on November 17,
2008, aimed at assuring that the advertising of stationary toys, directed to children
under 12, is not misleading.
CARU issued the Guidance to assist advertisers and marketers in developing advertising
that does not leave children with the impression that stationary toys move on their
own.
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