Rules and regulations are an essential part of the advertising industry. Without them and their contributors, consumers would be exposed to an unlimited number of possibly harmful or offensive advertisements. The site I chose to examine was the "Children's Advertising Review Unit." This site is regulating the advertising industry in itself, but focuses on a certain category of consumers. This easily influenced category that I'm referring to is that which children belong to. When it comes to advertising and marketing, nothing is easier than appealing to the wide-eyed stares of an inquisitive child. Children thrive on all types of knowledge. Whether it is fact or fiction, impressionable minds are a key target in advertising.
             The Children's Advertising Review Unit, CARU for short, focuses on reviewing all forms of advertising that is directed towards children, mainly under the age of 12. Enforcement is applied when ads may seem misleading or inaccurate according to the unit's guidelines. In most cases, advertisers are cooperative and are willing to make any necessary changes to make their ads more suitable for it's general audience. CARU reviews thousands of television commercials and print ads. The seven principles of CARU are the following: 1. Advertisers shall be well aware of the maturity and knowledge level of the children that are witnessing these ads. 2. Irrational actions
             or qualities of products shall not be portrayed. 3. Products that should not be for the use of children shall not be promoted to children. 4. All information shall be transmitted with all truthfulness and appropriateness. 5. Whenever possible, advertising shall be depicted with thoughts of positive social behavior. 6. Minorities shall be well represented in all forms of advertisements. 7. Parents shall provide the overall guidance for what children review. Advertisers shall be fully supportive of this.
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