Abstract
The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity. Peeler (2009) notes that CARU’s decisions provide comprehensive guidance to advertisers. Limited research has investigated those decisions. Using thematic analysis, this study examines CARU case reports from 2000 to 2010 involving food marketers from a longitudinal perspective. This study found that CARU has been responsive to the emergence of childhood obesity as evidenced in its increased pursuit of nutrition-related complaints, case language and Guidelines revisions. Suggestions for strengthening CARU, the CFBAI and media clearance are offered.
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