The Children’s Advertising Review Unit of the Council of Better Business Bureaus has become the first body empowered to certify that marketers are following the provisions of the Children’s Online Privacy Protection Act.

The act requires internet marketers to protect information collected from children under thirteen. Marketers with CARU recognition will have to follow the industry’s self-regulation policies, and enjoy ‘safe harbor’ status within the law.

The Federal Trade Commission, which conferred the powers on CARU, also stated that the body had made changes in its procedures to meet the criticism of some consumer groups which felt it had not tackled all the issues raised by the law.

News source: Advertising Age - Daily Deadline