BBB National Programs Issues AI Safeguards for Children, Expands Working Group

October 21, 2025
BBB National Programs' Children's Advertising Review Unit has released a Generative AI & Kids Risk Matrix to guide companies on child-specific AI risks and announced the expansion of its AI Working Group under the Center for Industry Self-Regulation.

The Children's Advertising Review Unit (CARU) of BBB National Programs has released the Generative AI & Kids Risk Matrix, a set of safeguards to help companies identify and mitigate AI-related risks affecting children, announced in a press release. The guidance also aims to help parents understand potential harms and take protective actions.

Developed over 15 months through CARU's AI Working Group, the Risk Matrix outlines key risk areas including misleading advertising, deceptive influencer practices, privacy violations, bias, mental health harms, manipulation, and exposure to harmful content. It offers examples, potential impacts, and practical steps for companies to align with CARU's Advertising and Privacy Guidelines.

CARU also announced that the AI Working Group will expand under BBB National Programs' Center for Industry Self-Regulation. The expanded group will include researchers, academics, and industry professionals to address ongoing risks and benefits of AI use in contexts involving children and teenagers. Initial focus areas include AI chatbots and digital companions.

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