"The coverage of the new EU data privacy legislation for kids in Europe mostly focused on the requirement of parents to approve kids signing up to social sites and services. Almost everyone has missed the more profound impact: the new data laws will remove behavioural and programmatic advertising from the kids and teens media market across Europe. In the US, the Children's Online Privacy and Protection Act (COPPA) has required all online advertising to kids under-13 to be done without cookies or identifiers."
"This legislation happened about two years ago and pushed the mainstream adtech companies and platforms out of the space and essentially created a new category: kid-safe advertising. The same thing is about to happen in the EU. As we saw with COPPA, the definition of personally identifiable information goes far beyond an email address. There are a couple of points of context;"
New EU data privacy legislation will require parental approval for children's sign-ups and will remove behavioural and programmatic advertising from the kids and teens media market across Europe. COPPA in the United States already requires online advertising to children under-13 to operate without cookies or identifiers, which pushed mainstream adtech and platforms out of that space and created a distinct kid-safe advertising category. The EU measures adopt a broad definition of personally identifiable information that extends beyond email addresses. The change aligns with a wider trend of firewalling children's internet activity from data-gathering technologies and coincides with a shift from TV to digital devices among children.
Read at The Drum
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