The name of this organization is CARU, Children's Advertising Review Unit, and it is an industry supported self-regulatory system of the children's advertising industry. "CARU works with the industry to ensure that advertising directed to kids is truthful, and above all fair."" (Better Business Bureau) The purpose of CARU is to maintain a balance between controlling the message children receive from advertising, and promoting the important information to children through advertising. Another organization working towards controlling advertising towards children is the "Children's Television Act of 1990 who limited advertising on children's programs to 10.5 minutes per hour on weekends and 12 minutes per hour on weekdays."" (famailyeducation.com) Food advertising makes up the largest category of advertisements directed towards children. Breakfast cereals and fast food restaurants account for over half of all food advertisements aimed at children. In the United States less than one percent of advertisements were for healthier foods such as fruit and vegetables. There are three advertising methods, which are the most popular with advertisers. The first form of advertising is called premiums and has been around since Dick Tracy decoder rings and Little Orphan Annie stickers, over 50 years. The problem with this form of advertising is that children have difficulty telling the difference between the actual product and the premium, or in other words, the prize. The second popular form of advertising to children is through sweepstakes. Children find this very exciting, and in turn this raises children's expectations of their chances of winning a prize. Most young children have trouble realizing that not every child wins and so sweepstakes usually require some form of parent involvement. The last form of advertisements that is geared toward children is what we call "Kids Clubs-. For an advertiser to use the word "club- a few requirements need to be met.
