IMPORTANT DEVELOPMENTS IN CHILDREN'S ADVERTISING
By Ronald R. Urbach, Stuart Friedel and Allison Fitzpatrick
November 14, 2006

The Children’s Advertising Review Unit (“CARU”) of the Council of Better Business Bureaus, the independent self-regulatory agency charged with ensuring responsible advertising to children under the age of 12, has just published its revised Self-Regulatory Guidelines for Children’s Advertising. The revised Guidelines reflect significant changes that will likely affect advertisements for all products directed to children, including food and beverage products, video games, movies and toys. At the same time, the industry is coming under increasing government scrutiny in an unfriendly political climate, which is also creating new challenges to the industry.  Here we present a summary of important developments in children’s advertising that will likely affect your marketing practices and those of your clients. 

© 2006 Davis & Gilbert LLP