The landscape of children's digital privacy is changing - and fast. The U.S. Federal Trade Commission (FTC) recently proposed significant amendments to the Children’s Online Privacy Protection Act (COPPA), reflecting the urgent need to better protect kids in today’s hyper-connected world. For brands and publishers operating in kids and family spaces, understanding these updates isn’t just a compliance exercise: it’s critical to maintaining trust, delivering safe experiences, and enabling future growth.
At Kidoz, we believe these changes represent a major step forward, and an even greater opportunity for responsible innovation.
Key Highlights of the Proposed COPPA Amendments
The FTC’s proposed updates (effective as of June 22, 2025), aim to modernize COPPA for today’s digital landscape, including mobile apps, games, connected devices, and online services used by kids under 13. Key changes include:
*Stronger Limits on Data Collection:
Operators will be prohibited from collecting more personal data than necessary to provide a service or activity. "Data minimization" will no longer be a best practice: it will be required by law.
*New Restrictions on Behavioral Advertising:
Platforms cannot use personal information collected from children for targeted advertising, even if parental consent is obtained.
*Separate Consent for Third-Party Disclosures:
Companies will need to obtain distinct, specific parental consent if they intend to share a child's information with third parties. Bundled consents will no longer be acceptable.
*Mandatory Age Gating:
Operators of general audience websites and apps must implement age screening mechanisms to identify under-13 users and apply COPPA protections accordingly.
*Limits on Push Notifications and Nudging:
Apps cannot use push notifications, badges, or in-app messaging to pressure children into spending more time on the service or make purchases without clear parental consent.
*Clearer EdTech Rules:
Schools may authorize data collection for educational purposes, but that information cannot be used for commercial gain: no marketing, profiling, or advertising.
*Heightened Accountability for Third-Party Platforms:
Not just app developers: ad networks, plugins, and analytics services must also ensure compliance if they collect information from child-directed content.
Why This Matters for Brands and Publishers
For brands:
If you're advertising in kid-focused environments, you must prioritize privacy-safe strategies. Contextual advertising (not behaviorally targeted ads) will be the only way to responsibly and legally reach younger audiences moving forward. Partnering with platforms (like Kidoz) that inherently respect privacy boundaries is now mandatory, not optional.
For publishers:
The days of self-certifying a "general audience" and bypassing kids' privacy responsibilities are ending. Publishers will need robust age-gating, clear parental consent flows, and privacy-by-design practices in every app and platform that could reasonably attract children.
How Kidoz Keeps You Ahead
At Kidoz, privacy isn't an adjustment: IT IS OUR FOUNDATION.
✅ We deliver contextual ads only: never behaviorally targeted. PERIOD.
✅ We provide a COPPA- and GDPR-certified ad platform designed specifically for kids and families.
✅ We are proud to be PRIVO-Certified, demonstrating our commitment to the highest standards of children's online privacy protection.
✅ Our SDK is built to minimize data collection, ensuring compliance with the latest regulatory demands (globally).
✅ We partner with brands and publishers to create safe, fun, and compliant advertising experiences.
As COPPA enforcement evolves, Kidoz is already aligned with the FTC’s direction, helping you reach family audiences ethically, safely, and effectively.
Bottom Line:
Privacy-first marketing is the future. Brands and publishers who act now (embracing these higher standards) will be the ones who earn lasting trust, loyalty, and leadership in the family digital ecosystem.
Want to ensure your campaigns and apps are future-proof?
Get in touch with Kidoz today to learn how we can help you navigate the next era of privacy-safe digital engagement.
Stacey McDowall
