BOX 5-5

Groups Relevant to Advertising and Marketing Practices Affecting Children and Youth

National Advertising Review Council

The National Advertising Review Council (NARC) was established to provide guidance and develop standards for truth and accuracy in national advertising through a voluntary self-regulation system. NARC sets the policies for the National Advertising Division, National Advertising Review Board, Children’s Advertising Review Unit, and the Electronic Retailing Self-Regulation Program.


Children’s Advertising Review Unit

The Children’s Advertising Review Unit (CARU) promotes responsible children’s advertising as part of a strategic alliance with the major advertising trade associations through NARC, including the American Association of Advertising Agencies, the American Advertising Federation, the Association of National Advertisers, and the Council of Better Business Bureaus. CARU is the children’s arm of the advertising industry’s self-regulation program and evaluates child-directed advertising and promotional material in all media to advance truthfulness, accuracy, and consistency with its Self-Regulatory Guidelines for Children’s Advertising and relevant laws.


American Association of Advertising Agencies

The American Association of Advertising Agencies (AAAA) is the national trade association representing the advertising agency business in the United States. Its membership produces approximately 80 percent of the total advertising volume placed by agencies nationwide. It provides to its members guidance on strengthening their advertising practices.


American Advertising Federation

The American Advertising Federation (AAF) is an industry trade association that works to protect and promote advertising practices through a nationally coordinated grassroots network of members that include advertisers, advertising agencies, media companies, local advertising clubs, and college chapters.

Consumer advocacy groups have expressed growing concern about CARU’s ability to effectively monitor children’s food and beverage advertising, given the newer forms of marketing across multiple forms of media (e.g., broadcast and cable television; and print, electronic, and wireless media) that are often difficult to monitor and regulate. In response to this concern, the industry trade association, GMA, proposed a seven-point plan to strengthen CARU’s enforcement capacity to effectively self-regulate the industry. These suggestions also provided guidance on enhancing CARU’s visibility, resources, transparency, and public accessibility (GMA, 2005).

At the IOM industry symposium in Irvine, California, the director of NARC announced that in response to these requests, CARU had appointed



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