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You are here: Home > Law > Kids' Issues > CARU, Children's Advertising Review Unit

CARU, Children's Advertising Review Unit

In an attempt to provide guidance to members of its advertising industry group, The Better Business Bureau's Children's Advertising Review Unit (CARU) compiled voluntary guidelines to be used when gathering children's data on the Internet.

  • Children should be reminded to ask their parent's permission before supplying the requested information and told clearly when the information is only optional.
  • The advertiser should disclose the purpose for requesting the information, in language the child can understand.
  • If cookies or other similar electronic tracking devices are used by the site, they should be disclosed to the child and her parent. They should also disclose what information is being collected.
  • If advertisers collect identifiable information from children online should take reasonable efforts to make sure parents consent, and if possible, use a secure site for transmission of the child's e-mail addresses.
  • Children should be encouraged to use a screen name or alias when posting publicly at the site, even if the child has to register using her entire name.
  • They should also let the child know if the information will be shared with third parties, and take reasonable measures to give the parents an opportunity to object.
  • Finally, if e-mail is sent to the child from the site for promotional purposes, the advertiser should provide a mechanism for the parent to remove their child from the mailing list.

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