The Children’s Advertising Review Unit (CARU) of the Council of Better Business
Bureaus said that kids site Bonus.com is “the first new
media company to officially support CARU.”
CARU
reviews advertising directed at children under the age of 12 and has
established Self-Regulatory Guidelines for Children’s Advertising for
television, print, and the new media industry.
Bonus.com’s support demonstrates its commitment to provide a protected,
educational, and entertaining destination for the growing number of kids
going online, CARU said.
“CARU has a long history of working cooperatively with industry leaders in
traditional media who share our concerns about advertising directed at our
youngest consumers,” said Walter O’Brien, vice president of the Council of
Better Business Bureaus Inc. and president of the National Advertising Review
Council. “As a new media company, Bonus.com’s support of our efforts indicates
a positive step forward for the rapidly growing children’s online market.”
“CARU and our efforts are fully funded by supporters in children’s related
industries,” said Elizabeth Lascoutx, vice president and director of CARU.
“We’re confident other New Media companies will follow Bonus.com’s lead in
demonstrating their commitment to self-regulation.”
Bonus.com offers more than 1,000 interactive activities for children. It has
created proprietary technology, NetScooter and Contouring, to build a
protected area for kids on the Web.
Bonus.com is published by Mountainview, CA-based Appaloosa Interactive.
