After four years of research and debate, the Federal Trade Commission has updated the Children’s Online Privacy Prevention Act with much stricter rules that hit internet advertisers right in the moneymaker. Written originally in 1998, COPPA was enacted to protect minors under the age of 13 by requiring any company collecting data on that demographic to adhere to strict privacy protection guidelines as well as putting well defined limits on advertising and marketing targeting minors. Since 2000, when it first went into effect, the internet and online advertising has changed significantly, and the FTC has amended COPPA, over the strenous objections from the industries affected.
What this means for you:
Whether you are a parent or an organization who markets to this particular demographic, you should take a moment to understand how COPPA may impact you. The new rules have been expanded in the following ways:
- The guidelines now include a wide range of digital media and devices, including smartphones, tablets, mobile gaming devices and mobile apps.
- The definition of “Personal Information” (previously only protected was the child’s name, address and email) has been expanded to cover a larger variety of data types including: geolocation, photos, videos, recordings, screen names and cookies. Just about anything that could be used to identify or track a child has been included.
- In the case of any organization collecting information without consent, parents and guardians have a right to receive a full description of what was collected on their child and also the right to have that info be deleted immediately.
- Targeted advertising that is based on a minor’s online data profile are no longer permitted without parental/guardian consent.
The trick, of course, is paying attention to what your child is doing online, and especially to what they are seeing onscreen. Advertisers are extremely clever, and this segment of the market is extremely valuable to them. The howls of protest will soon subside as they devise even more subtle ways to get parents to open up their wallets. Caveat Emptor!
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