Was established by the better business bureau to evaluate ads directed at children based on guidelines that encourage sensitivity to their level of sophistication and knowledge, as well as an emphasis on positive social traits such as friendship and kindness.

Review Unit for Children's Advertising  was established by the Better Business Bureau to evaluate ads directed at children based on guidelines that encourage sensitivity to their level of sophistication and knowledge, as well as an emphasis on positive social traits such as friendship and kindness.

Explanation:

In 1974, the US self regulatory organization was created by the National Advertising Review Board. The Children's Advertising Review Unit is an organization of the Council of Better Business Bureaus, basically has two missions:  

When advertising or data gathering practices are discovered to be ambiguous, improper or inconsistent with the CARU guidelines, CARU aims to change through voluntary participation between companies.

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