BBB National Programs Insights

Influencers, Kids, COPPA, and Compliance to Kickoff CARU 2020

Jun 16, 2020, 09:00 AM by BBB National Programs
On May 28, the 2020 CARU Conference officially kicked off with a keynote from the Federal Trade Commission’s (FTC) Andrew Smith, Director of the Bureau of Consumer Protection. Andrew joined moderator Alice Cahn, Founder of Cahnworks and a legacy name in children’s media, for a virtual fireside chat about the changing landscape of child-directed content over the last few years.

 

On May 28, the 2020 CARU Conference officially kicked off with a keynote from the Federal Trade Commission’s (FTC) Andrew Smith, Director of the Bureau of Consumer Protection. Andrew joined moderator Alice Cahn, Founder of Cahnworks and a legacy name in children’s media, for a virtual fireside chat about the changing landscape of child-directed content over the last few years.

During their conversation, no topics were off the table.

They discussed the rise of content creators and influencers, YouTube’s role in hosting and policing child-directed content, and other digital media platforms that have stirred up controversy and complexity.

“YouTube knew they were directed to kids and became a watershed for COPPA compliance,” said Andrew Smith. He also said that he “believes companies want to do the right thing” and that safe harbor programs, when working properly can help companies navigate COPPA requirements, which he acknowledged is a complicated law. “Most companies in this space are well meaning and interested in compliance. Where they fall down on the job is a lack of understanding of the scope and requirements of the law,” said Smith.

Our speakers spent a decent amount of time discussing COPPA – what it is, its complexity, and the changes that are currently being considered to this important legislation. When discussing potentially raising the age of what is considered a “child,” our speakers engaged in an honest, candid discussion about the complexity of thought behind this type of change. CARU’s vice president, Dona Fraser, said “There is no need to move the COPPA age beyond 12. Young children want to age up to be considered teenagers, so the true challenge we face is addressing the environment in which children of all ages are consuming media. Between television, YouTube, apps, and games we must look deeper at how they are viewing the content.”

At the end of the discussion, which included live Q&A from attendees, our speakers agreed that our goals are aligned. We want a world where parents and kids can have a safe space. Where we can provide a mobile device to a child with confidence while continuing to encourage the development of innovative, educational content for kids.

Watch the full session below and register for other sessions in the 2020 CARU Conference series at caruconference.org. The next session includes Google, Mother Goose Club, and Spark Foundry discussing the balance of managing a digital platform that markets content to kids. Don’t miss it

 

Podcast

Why Teens Need Unique Privacy Protections

Teens are at risk online now more than ever, and the amount of their personal data being collected is vast. Tune in to our latest podcast to hear our experts discuss the key findings from their latest whitepaper on teenage privacy in the mobile app marketplace and the privacy implications of in-app purchases and interest-based advertising (IBA).
Read More
Podcast

Time for Revolution in the Direct Selling Industry

In this podcast episode, Direct Selling Association (DSA) President Joe Mariano discusses how the nature of the fast-changing direct-selling marketplace has informed the industry’s approach to self-regulation, how the Direct Selling Self-Regulatory Council (DSSRC) has helped, and the work that lies ahead.
Read more
Podcast

The Confidence and Perception Behind Online Reviews

For the majority, online reviews and ratings hold considerable merit in influencing purchasing decisions. They have integrated into a form of advertising for today’s companies. People feel more assured about spending their money on brands with five-star reviews than those with little to no feedback. A purpose that was once fulfilled primarily by word-of-mouth and social cues has been...
Read more
Podcast

A Cashless Future

How close are we from entering into a world where cash is no longer accepted? Do we truly understand the benefits and implications of completely going cashless and relying solely on financial transactions that are intimately connected with our data? Dr. Shelle Santana, Associate Professor at the Harvard University Business School, answers these questions and more on this episode of the >Better Series podcast.
Read more