Saturday, June 23, 2007

CARU Focuses in on Online Marketing

From KidAdLaw, a short article on the Children's Advertising Review Unit's (CARU) recent efforts to better regulate online marketing to kids. Here's an excerpt:
The Children's Advertising Review Unit (CARU), urged to more actively police online marketing activities to stave off regulation, increasingly has begun looking at marketers' online activities aimed at kids. CARU, an arm of the Council of Better Business Bureaus, Inc., recently recommended that the operator of a social networking site, Flip.com, and NIKE6.com change their online practices.

The article goes on to describe a few of CARU's recent rulings (re: Flip.com and NIKE6.com), along with the companies/site owners' responses. There's not all that much new information here, but it's a good reminder of the CARU and its activities, complete with links to the press releases for these rulings and the CARU's database--which is an excellent resource for those interested in mapping the trajectory of kids' ads regulation in the US, finding out what the most common infringements are, and identifying the most frequent offenders. Online marketers, of course, must comply to COPPA (which the CARU monitors), but it's really interesting to see the other types of cases that come up. I've found the companies' responses to be most enlightening - check them out for yourself here.

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