BBB National Programs Archive

CARU Recommends Magic Box Revise Gogocrazy Bones Site To Better Proect Children’s Privacy; Company Agrees To Do So

New York, NY – July 27, 2011 – The Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus has recommended that Magic Box International modify the Website to better protect the online privacy of children. The company, through its North American distributor Jonic Distribution North America has agreed to do so.

CARU monitors Websites for compliance with CARU’s Self-Regulatory Program for Children’s Advertising, including guidelines on Online Privacy Protection, as well as with the federal Children’s Online Privacy Protection Act. Online Privacy Protection Act n of CARU through CARU’that   CARU was alerted to the Website at issue through a television advertisement for Go Go Crazy Bones toys, which directed viewers to visit the company’s Website. 

The Website stated that  “ is a fun place for your kids to play games and learn in a safe online environment. This Website has been designed for children aged 4-13 years of age.” 

The Website also offered a feature, Club Go Go’s, for which children had to register.  Once registered, members could create their own Gogo’s character, play games, upload Gogo’s photos to share with friends and keep track of their collection of Go Go Crazy Bones toys.

To sign up for Club Go Go’s, a visitor had to enter an email address, username, password, country and state.

During registration, users could also check off a box and sign up for “occasional emails about Club Go Go’s.”  There was no request for a parent’s email address.

The Website also contained hyperlinks to Twitter.

Following its review, CARU was concerned that the  television advertisement for Go Go Crazy Bones toys, which Website collected personally identifiable information (PII) in the form of an email address without first obtaining verifiable parental consent or providing notice and the ability to opt-out of that collection. Further, CARU was concerned that links might lead to a site inappropriate for children under 13.

Following CARU’s initial inquiry, the operator said that while it thought it had complied with all COPPA requirements, it would work with CARU to address any privacy concerns.

The company, in its advertiser’s statement, said it “accepts CARU’s decision in its entirety and has worked cooperatively with CARU to ensure meets all of the recommended guidelines.  JDNA has made sure that all of the requested changes have been completed.”