 The Children's Advertising Review
Unit (CARU) was founded in 1974 to promote responsible children's advertising as
part of a strategic alliance with the major advertising trade associations through
the National Advertising Review Council (comprising the AAAA, the AAF, the ANA and
the CBBB). CARU is the children's arm of the advertising industry's self-regulation
program and evaluates child-directed advertising and promotional material in all
media to advance truthfulness, accuracy and consistency with its Self-Regulatory
Guidelines for Children's Advertising and relevant laws. As an extension
of its mission, to help advertisers deal sensitively with the child audience in
a responsible manner, CARU has established this Safe Harbor Program for our
supporters to help them protect the privacy of children online, and meeting
the requirements of COPPA and our Guidelines.
CARU's Safe Harbor Program includes the following components:
- Participant's full adherence to the requirements set forth in the CARU Safe Harbor Participation Agreement;
- Participant's compliance with CARU's Self-Regulatory Guidelines for Children's Advertising,
including the Guidelines for Interactive Electronic Media;
- Review by CARU staff of the participant Web site's information practices, including
completion by CARU staff of an Initial Website Review and Seeding Form;
- Ongoing monitoring and seeding by CARU staff of the participant's Web site to assess
and ensure compliance with the Safe Harbor Program; and
- Completion of CARU's Self-Assessment Form and Attestation by the Safe Harbor participant,
which must be completed and signed by a responsible corporate officer, and the subsequent
submission to CARU of an updated Self-Assessment Form and Attestation on each anniversary
of the date of acceptance in the CARU Safe Harbor Program.
In addition, the participant agrees to be subject to the provisions of the NAD/CARU/NARB
Procedures, including those concerning complaints, appeals and enforcement of compliance.
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