It appears that there is no age limit that companies track and target for marketing purposes.
Google and YouTube have been under heavy scrutiny regarding its practice of monitoring and homing in on children’s data for promotions. As a matter of fact, two of the House members notified Google Chief Executive Sundar Pichai, indicating that the compilation procedures of YouTube, the company’s affiliate, possibly will not acquiesce with the Children’s Online Privacy Protection Act, also known as Coppa.
On September 17, Democrat Rep. David Cicilline (RI) and Republican Rep. Jeff Fortenberry (NE), sent a letter finding out about an accusation filed in April. The complaint was docketed by no less than 20 advocacy groups which requested the Federal Trade Commission’s (FTC) investigation into the companies’ practice since Coppa is under its jurisdiction.
Rep. Cicilline said, “In light of the kind of content that is on YouTube focused on attracting young users, it raises serious questions about what efforts are being made to make sure that information is not being collected about children and mined and sold.”
Aside from the legislators’ letter and complaint, Google is also dealing with stress from the squeezing of New Mexico attorney general regarding its process of gathering children’s position information. The state authority referred the tech behemoth as the litigant in a case filed last week against the Fun Kid Racing and other gaming applications programmers. Included as well are the advertisers associated with them who affirmed of sharing children’s data in the absence of their parents’ consent.
YouTube argued that its practices conform to Coppa. The Act mandates companies to acquire accurate and valid consent from parents prior to the collection of children’s data who is below 13 years old or directing them with advertising linked to their online behavior.
Under YouTube’s terms of service, its primary app and website are intended for viewer s who are aged 13 and above. It implies that the video-sharing service need not have to adhere to Coppa. The site leads kids below 13 years old to the YouTube Kids app, where videos are obtained from the main site. Further, YouTube Kids blocks “interest-based advertising” as well as advertisements that have “tracking pixels.”
According to Campaign for a Commercial-Free Childhood Executive Director Josh Golin, there has been more enthusiasm in children’s privacy than before that is relevant to the more expansive privacy debates nowadays. Even if it resulted in Google being responsible is nevertheless, remains to be seen.
The data security of any individual in any age range is so vital as it provides protection to a data user’s accumulation or sources of data. It involves the data’s protection against coincidental or planned but unlawful revision, obliteration, or revelation with the utilization of physical security, administrative influences, rational controls including other securities to regulate accessibility.
There are several means that information can be secured including children’s data:
- Data Encryption modifies data into a code which makes it difficult to read without a key to decipher it.
- Data Masking conceals specific ranges of data that deters unauthorized people to view or access it.
- Data Erasure guarantees that data which is no longer needed is totally deleted and cannot be retrieved by unconsented people.
- Data Backup makes duplicates of data for recovery if in case the original copy has been lost.
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