CARU Update: Changes To COPPA And The Food Marketing Debate

Ypulse stopped by the Children’s Advertising Review Unit (CARU) Annual Conference last week to get a handle on the updates to the COPPA rule and find out about the latest with the Children’s Food and Beverage Advertising Initiative (CFBAI) and self-regulation of food advertising. Here’s a summary to help youth marketers stay up-to-date…

Marketing To Kids Online

Phyllis Marcus from the FTC and Phyllis Spaeth from CARU walked the audience through the proposed changes to COPPA and what they mean for marketers and advertisers reaching children under age 13 online.

The intention of the updated rule is to take into account new technologies so marketers cannot exploit them to target children. One of the most recent examples of this is children accidentally making in-app purchases from their parents’ smartphones and tablets. An update was definitely in order. Here are the key proposed revisions…

The list of personal identifying information (PII) would be updated to include photos, videos, and audio recordings; geolocation information; and screen/user names that are not used to support internal operation of a website. That last change had a few audience members concerned. The FTC clarified the rule to explain that screen names used to authenticate a user are an appropriate use because it supports the internal operation of the site. Similarly, those used to deliver appropriate site navigation and maintain user preferences are acceptable.

The definition of websites directed at children would be updated to include those that use musical content that appeals to children, child celebrities, and celebrities that appeal to children. The FTC chose to reject a standard based on the percentage of users who are children because age data submitted online has proved unreliable.

The definition…

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Millennial News Feed

Quote of the Day: “I believe in freedom of choice and alternative paths, so when people try to sell me parenting brands because of my age despite my personal choice to not have children, it shows a large gap in the understanding of the life timeline of contemporary emerging and young adults.” –Female, 28, FL

Native advertising is a contested space, and many believe that young consumers are unhappy—if not hostile—when branded content enters their social or entertainment spaces. But a growing number of sites say that assumption is just not true. Upworthy began running “promoted posts” created by brands and packaged as content three months ago. The site now says those branded posts get more reads, and earn three times as many social shares, than non-promoted content. (AdAge)

Subscription services are evolving, and now popular beauty sample subscription service Birchbox is opening their first retail store, continuing the trend of e-tailers making moves offline. The store opens today in New York and “looks like a living incarnation” of the brand’s site. Shoppers will be able to sign up for a Birchbox membership on iPads in-store, and the location is offering beauty services and classes in hair, nails, and makeup. (Fast Company)

We’ve talked about the fact that wearable tech has yet to go mainstream—but that’s not stopping new entrants from joining the market. Pavlok is a wristband that enforces better behavior with shock therapy. (Yes, you read that right.) The device was created by a productivity blogger, and can be programmed to monitor habits like hitting snooze and deliver a shock to the wearer when they repeat bad behavior. Funding is currently being raised to put Pavlok into production. (Springwise)

When writing about the rise of the GIF, we predicted that for young consumers moving images could be a rising expectation, and static advertisements could become a bore. That reality could be beginning. “Motion posters” are becoming a marketing tactic for big movies, and this week a set of these video posters was released to plug the upcoming Teenage Mutant Ninja Turtles reboot. Each teenage turtle has their own poster, which gives a 15 second glimpse of the characters in action. (The Verge)

Yes, MySpace is still a thing. According to a recent poll, there are more Millennials ages 18-25 using MySpace than Reddit. Though some may be surprised, Ypulse’s ongoing social media tracking includes MySpace, and not only do 10% of 18-32-year-olds report using the network, 10% of 14-17-year-olds say the same. However, our research also reveals that when asked which social networks they actively post content or comment on a daily basis, only 1% of 14-32-year-olds name MySpace, compared to 62% who name Facebook. (Huffington Post

Quote of the Day: “Companies should focus on being able to help those who can’t always afford to pay higher prices for everyday necessities.” –Female, 30, TX

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