Ypulse stopped by the Childrenâs 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 Childrenâs Food and Beverage Advertising Initiative (CFBAI) and self-regulation of food advertising. Hereâs a summary to help youth marketers stay up-to-dateâ¦
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 parentsâ 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.