As mobile and social media usage among children continues to rise, so do concerns about their online safety. In response, several US states have proposed or enacted legislation aimed at restricting minors' access to these platforms. While the intention behind these efforts is to protect children from online dangers such as cyberbullying and inappropriate content, there are also potential implications for the advertising industry. As a result, advertising experts are now analyzing the impact that social media restrictions for kids may have on the industry, and what it could mean for advertisers and their ability to reach younger audiences.
Some experts believe that legislative efforts to create new social media guardrails for young users will not only benefit consumers, but will also generate positive pressure that forces the ad industry to evolve. “Advertisers have safe options for reaching minors within the Biden administration's proposed updates to data and privacy guidelines [spelled out in COPPA], which are currently set at the young age of 13 years old and should be raised to align with other societal protections for minors,” says Jason Williams, chief executive at Kidoz, a privacy-centric mobile advertising network focused on reaching kids, teens and families. “Commerce can and will adapt. Regulation should be designed and implemented to protect society's most vulnerable.” Ultimately, new restrictions on how brands are able to reach young audiences will lead to more innovative approaches and experiences that create value for consumers – while respecting their privacy online.
Read the full article on The Drum, where Kidoz CEO Jason Williams and others, provide insights into potential impacts to the mobile advertising industries.