- Children’s Advertising Review Unit warns child-directed metaverse advertisers to comply with guidelines.
- The team said that Ad Guidelines apply to ads in the metaverse.
- CARU will address federal regulatory bodies for law enforcement.
Children’s Advertising Review Unit (CARU) responsible for assuring good practice of advertising in the Metaverse strictly, warned advertisers in the Kids virtual arena (metaverse) to comply with the set guidelines.
.@IAB’s Brad Weltman and @FTC’s Mamie Kresses are live from Washington, DC talking about #brandsafety, influencer marketing law cases, and everything you need to know about compliance. #IABInfluencer pic.twitter.com/3XYdYYv73T
— IAB (@iab) July 18, 2018
Mamie Kresses, vice president of CARU said:
Our warning puts advertisers, brands, influencers and endorsers, developers, and others on notice that CARU’s Ad Guidelines apply to ads in the metaverse and that CARU will strictly enforce its guidelines against metaverse advertising.
CARU’s Kresses specifically insisted advertisers, influencers and other related people to be more careful in the following areas.
Avoid blurring advertisement and non-advertising content which could be spun into the likes of entertaining games or educational content, etc. And, cultivate transparency, so the user clearly understands that it is an advertisement.
Also, there must be a clear disclosure of the relationship of the advertiser and influencer to differentiate an influencer advertising and airing his opinion, since both parties could be held responsible for the claims made.
Furthermore, Kresses advised to avoid the use of manipulative tactics to intuitively induce children into viewing, interacting, or making purchases. Also, she insisted that the use of layman terms in disclosures should be practiced so that their intended audience, children with limited vocabulary and knowledge, could understand.
However, CARU seeks the voluntary compliance of the advertisers, although if necessary, it could refer to federal regulatory bodies for enforcement, which is usually the Federal Trade Commission (FTC), or to a state Attorney General.
The advertising guidelines apply to all advertising, in any medium of the metaverse, directed to children below 13 years of age.
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