As part of its routine monitoring activities, the Children’s Advertising Review Unit (“CARU”) of the BBB National Programs recently investigated videos and advertising on Vlad and Niki’s YouTube channel, owned and operated by Content Media Group FZC, LLC (“CMG”), for potential violations of CARU’s Advertising Guidelines and FTC laws and regulations.
The self-regulatory body that oversees advertising aimed at children, the Better Business Bureau (“BBB”) National Programs’ Children’s Advertising Review Unit (“CARU”), has issued revised CARU Advertising Guidelines (the “Revised Guidelines”). The Revised Guidelines state that advertisers recognize that children have limited knowledge and sophistication, and as such their ability to evaluate the credibility of advertising is limited. It is within this context that the Revised Guidelines seek to ensure that advertising directed to children is not deceptive or inappropriate. The Revised Guidelines apply to advertising content targeting children under the age of 13.
In two recent decisions, CARU considered children’s “bead” art playsets and reinforced that advertisers must clearly disclose information about what products are included in the initial purchase, and avoid creating the impression that a product can perform in a manner that it cannot.