Privacy Compliance Group Updates Guidelines for Ads to Children

Companies advertising to children should clarify when content is an ad, including promotions by so-called influencers, according to updated industry guidelines from a group that facilitates compliance with federal children’s privacy law.

The guidelines were issued Thursday by the Children’s Advertising Review Unit, known as CARU, of the nonprofit BBB National Programs. The unit acts as a safe harbor program for companies subject to the Children’s Online Privacy Protection Act, a federal law that gives parents control over what information online platforms can collect about their kids.

Under the self-regulatory program, companies such as The Walt Disney Co., ViacomCBS ...