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Updated and New Advertising Guidance for Brands Marketing to Children

With children spending an increasing amount of time online and companies directing more of their services and advertising towards children, regulators are more focused than ever on how companies market to, and collect personal data from, children. To protect children from unfair marketing practices, both regulators in the U.S. and UK issued updated or new guidance in late 2021 to brands that market to and collect information from children. 

In the U.S., the Children’s Advertising Review Unit (CARU) updated its guidelines to mirror the Children’s Online Privacy Protection Act (COPPA) and to address new online methods of marketing to children. In the UK, the Information Commissioner’s Office (ICO) issued the ICO Age Appropriate Design Code, which gave companies in the UK until September 2, 2021, to comply with 15 standards that focus on ensuring children have access to online services while minimizing data collection and use.

In this PLI Chronicle article written by Advanced Media & Technology partner Nerissa Coyle McGinn, Nerissa outlines the updated standards set forth by COPPA and the ICO Code. Although the two privacy regulators share similar goals, key differences include enforcement capabilities, overall scope and underlying principles. Despite the differing focuses of the two frameworks, safeguarding children’s privacy remains at the heart of both.

Click here to read the full article on PLI PLUS.