Recently, the Children's Advertising Review Unit ("CARU") referred a television commercial for UCool's Heroes Arena virtual world app to the Federal Trade Commission ("FTC") after UCool declined to participate in the CARU process.  

CARU asserted that airing a commercial for the Heroes Arena app during children's programming wasn't in compliance with its guidelines because the App Store rated the app 12+.  The commercial featured footage of people battling with weapons. 

After receiving CARU's referral, FTC staff contacted UCool, and then UCool agreed to participate in the CARU process.  UCool also agreed to discontinue the commercial and not run future advertising for the app during children's programming.   

This is an important reminder that the FTC continues to give strong support to self-regulation, including the enforcement of CARU's guidelines on children's advertising.