The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus 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 Program 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 Compliance Checklist;
- Participant's compliance with CARU's Self-Regulatory Program 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.