The Impact of Changing CARU’s Advertising Guidelines on Privacy – Media, Telecom, IT, Entertainment


United States: The Impact of Changing CARU’s Disclosure Guidelines on Privacy

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As discussed in our sister blog, CARU’s Revised advertising guidelines will come into effect on January 1, 2022. While the core principles of the guidelines have not changed, they now include new content to reflect today’s advertising environment. There are several changes that are important to keep in mind for those who collect information from children.

One of them is that children privacy guidelines, which were previously included in the advertising guidelines, have been moved to a separate document. Second, that the guidelines apply to children 13 and under (instead of children under 12) to ensure greater consistency with the COPPA rule. As we discussed in our sister blog, other changes include changes to address influencer marketing, vagueness, and better promotion of diversity.

Put it into practice. Advertisers who market to children should keep in mind that the CARU guidelines will be updated starting next year and begin to familiarize themselves with the updated guidelines. As new guideline FAQs are released, they are announced in the CARU section of the BBB National Programs website.

The content of this article is intended to provide a general guide on the subject. Specialist advice should be sought regarding your particular situation.

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