Marketing to Children

The Toy Association is an advocate for sound and sensible measures protecting the privacy, safety, and special vulnerabilities of children in a complex media landscape.

Our goal is to promote industry compliance with guidelines and laws related to marketing to children and to empower families to make informed choices about the products they buy.

Members are encouraged to join our Responsible Marketing to Children Committee, which keeps track of this complex and ever-changing issue and works to protect children. To learn more, contact Ed Desmond, executive vice president of external affairs.

Information & resources

The Children’s Advertising Review Unit (CARU) is the children's arm of the advertising industry's self-regulation program. CARU evaluates child-directed advertising and promotional material in all media to advance truthfulness, accuracy, and consistency. Visit CARU.

The Federal Trade Commission’s Children’s Online Privacy Protection Act (COPPA) imposes certain requirements on operators of websites or online services directed at children under age 13 regarding the collection of personal information. Visit

The Toy Association offers its members issue briefs and guides on marketing to children topics. Check out the links below, and visit the Issue Briefs and Guides page to learn more.