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The Children’s Advertising Review Unit, part of the Council of Better Business Bureaus, will film its PSA to demonstrate for parents the need to protect their children when they are using the Internet through smartphones or other mobile devices.
In 1998, Congress enacted the Children’s Online Privacy Protection Act, which required the Federal Trade Commission to issue and enforce regulations concerning children’s online privacy. COPPA’s primary goal is to place parents in control over what information is collected from their young children when they are online. The rule was designed to protect children under age 13 while accounting for the dynamic nature of the Internet.
The principal message of the PSA is to warn parents that their children often inadvertently leave traces of themselves while online, allowing for collection of their personal data. In order to avoid these threats, the CARU's PSA will direct parents to where they can find information to protecting their children when they are using the Internet.
New Canaan was chosen for the PSA's filming location for its picturesque, suburban backdrop, as well as for its close proximity to New York City, where CARU is located.
The PSA is directed by Wayne J. Keeley of Danbury. Keeley directed and produced a 2009 public service campaign for CARU about the dangers of online surfing for children, and has previously won two Emmy Awards for other PSAs.
CARU's PSA will introduce a number of child actors, many of whom are from Connecticut. The children will portray the innocent targets of fictional advertisers and identity thieves. The PSA will also feature professional adult actors who will depict characters who might seek out children and endanger them online.
CARU was founded in 1974 to promote responsible children’s advertising. It is the children’s arm of the advertising industry’s self-regulation program and it evaluates child-directed advertising and promotional material in all media to advance truthfulness and accuracy. Further, CARU takes into account the uniquely impressionable and vulnerable child audience.
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