How the new EU data privacy laws change the kids ad market forever

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The US leads the world in data privacy compliance requirements for the kids digital media sector through its Children’s Online Privacy and Protection Act (COPPA) legislation. Europe has been lagging behind in terms of standards until last month when the requirements of the upcoming new 2016 kids data privacy laws were revealed.

Not only has the EU replicated much of COPPA, which requires parental consent on any identifiable information being used from kids under-13, but it has gone one step further: countries in the EU can choose any age threshold between 13 and 16 years old to extend these regulations.

The general industry reaction to this news has centred around the requirement of parents to approve kids signing up to social sites and services. However, there is a much larger effect to this new legislation: like COPPA, it will restrict all behavioural and programmatic advertising for the kids and teens market.

With our experience of the kid-safe advertising category and how it is already developing, we spoke to The Drum to elaborate on the impact and challenges the new laws will present to the ad industry.

In this article, we explain:

  • the context of the new EU legislation in terms of differences and similarities to COPPA in the US
  • the effect the new laws will have on behavioural and programmatic advertising, and how to respond to this
  • which parts of the advertising sector the new laws will affect the most
  • the advantages and opportunities that have emerged for digital content owners in 2016

The speed and level of regulatory change in the market (both the US and EU) is accelerating, and it’s vital that anyone working in the kids advertising industry keeps track. To get regular updates and training on kids privacy law and kid-safe advertising, sign up to our KidAware program, here.

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