GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  




CARU Releases Guideline for Toy Ads

Patricia Odell
November 19, 2008

If a toy is moving in an ad, it better move once a child gets a hold of it.

That’s the latest word from the Children’s Advertising Review Unit of the Council of Better Business Bureaus, Inc., which yesterday released new guidance to the toy industry.

The Toy Guidance states: “When a doll or toy that cannot move on its own is depicted as moving, there should be a clear and conspicuous appearance of a hand(s) (or a person) manipulating the doll or toy.”

It is designed to “not leave children with the impression that stationary toys move on their own,” CARU said.

“CARU’s core mission is to assure that advertising directed to children under the age of 12 is truthful, fair and appropriate,” said CARU Director Wayne J. Keeley in a release. “We want to provide the children’s advertising industry with the necessary tools to accomplish that end.”

Sales of toys to children under 12 comprised nearly $17.3 billion of the $22.3 billion toy market in 2007, the group said.

CARU is the children’s advertising industry’s self-regulatory forum. Toy Guidance is available.





Bookmark and Share



This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner



Website Designed & Maintained By: AfterFive by Design, Inc.
CCFC Logo And Fact Sheets By:

Copyright 2004 Commercial Free Childhood. All rights reserved