“We applaud America Online and Microsoft for
providing necessary leadership on this critical issue for the emerging
interactive medium,” said Walter J. O’Brien, vice president of the
CBBB and president of the National Advertising Review Council.
“As we’ve heard from President Clinton and the Congress,
self-regulation will prove critical in helping to guarantee the Internet will
be both rewarding and safe for our kids.
Developed to protect kids under age 12, CARU’s Self-Regulatory Guidelines for
Children’s Advertising provide voluntary steps for the industry to ensure
that interactive advertising and marketing effectively safeguard the
privacy of children.
AOL and Microsoft have committed to meeting or exceeding those standards and
will also contribute funding support for CARU. CARU’s Guidelines include
Parental Permission and Advertiser Identification.
Microsoft and AOL were joined by MediaLive, producer of Surf Monkey, in providing early support
from new media companies. Before today, CARU’s funding support stemmed from
the traditional children’s advertising industry and a single new media
company, Bonus.com. Surf Monkey is a new web browser and online service
developed exclusively for kids.