CARU Recommends Building Guardrails Around Children’s Advertising In Metaverse
BBB National Programs’ Children’s Advertising Review Unit outlines best practices for advertising to kids in the metaverse without running afoul of its guidance or US FTC rules.
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Per Lisa Hau, Bidstack’s chief strategy officer, “Gaming has an audience that is undeniable. It reaches one-third of the world's population and continues to grow.” And the average gamer is not the popularly imagined anti-social teenage male, as “45% of gamers are now female, and the average age sits comfortably at 34 years old.” It’s a compelling opportunity for beauty brands, Bidstack says.
The Children’s Advertising Review Unit of the BBB National Programs Inc. tells marketers its guidelines apply to ads in the metaverse, and the watchdog will ‘strictly enforce’ in the space.
Dr. Squatch was able to substantiate that it uses “no harmful ingredients” as well as certain claims about avoiding a “Sh*t list” of ingredients, but agreed to modify other claims the National Advertising Division deemed falsely disparage competitor products, such as Unilever’s Dove personal-care brand.